Overview

• Ferrari has introduced a new corporate identity for its dealerships, prioritizing immersive, in-person experiences over traditional sales models.
• The Samocar showroom in Rome, Ferrari's longtime partner since 1957, is the first to embody this transformation after an eight-month renovation.
• Key features of the redesigned showroom include a circular Piazza lounge, driving simulators, a personalization studio, and the exclusive 'Sala Maranello.'
• Ferrari's new approach emphasizes its core values of performance, innovation, design, and craftsmanship, creating a communal space for enthusiasts and clients.
• Following the Rome launch, Ferrari plans to extend this concept to dealerships in Switzerland and the United States, with a phased global rollout to follow.