Middle East Ferrari's Zauner on why emotion key to success

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  • Confident: Giulio Zauner.

    Giulio Zauner, a man probably as famous for his stylish suits as his job as head of Ferrari in the Middle East, talks about the way forward for Maranello in a new turbo age and the stunning new 488 GTB and Spider which will be their star attractions at the show.

    Ferrari, like many manufacturers, have had to move from naturally aspirated engines to turbo engines which have long been disliked by Maranello. How have you handled that transition?

    Firstly, we love innovation but we had to do it in a way that nobody else had thought about.

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    It was a challenge but when you look back at the F40, which had a turbo charged engine, it was an incredible piece of innovation and we’re doing the same now but in a different way because, as you say, we have to respect the system and the ‘green’ idea.

    We must look to the future. Once you accept that then our guys have to invent something unique and if you look at our turbo engines I would say we are ahead of the others. 

    That’s all very well but if we look at the 488 GTB, it is a beautiful car, as is the California T, people are questioning the sound of the new Ferraris. Is that a problem?

    Look, when you see a beautiful lady, do you pay attention to what she says or how she looks?  A bit of both probably, but be truthful, initially it is the way she looks that grabs your attention.  

    I have absolute belief in the 488 and the California T because they are sports cars and the emotion they give to you is amazing. They do make a Ferrari sound and yes, we can look back and say how much we loved the engines then, but we must move forward.

    For me, Ferrari still provides something the others are unable to give you – the emotion and the sound you get from the 488 is unique. You can feel the power. For me, the sound does not compare to the emotional experience of Ferrari.

    Tell me more about the 488. It replaces an astonishingly good car, the 458, so it has to be exceptional. How does the 488  move what the 458 achieved onto a new level for Ferrari?

    I remember when I arrived at Ferrari in 1999 and I remember all the journalists and clients saying the 360 Modena was a revolution with aluminium chassis and everything.

    It was a big move forward. But that car was followed by other models which were better. Sports cars are our business and we have to 
    improve our cars all the time. 

    Italian masterpiece: The Ferrari 488 Spider.

    Every time we produce a new model people say it will be their last car because they cannot imagine anything better coming along. But take a look at the 488 and the 488 Spider and you can see that we will never stop developing our cars. 

    This car is amazing, so well balanced, so easy to push it to the limit.  The 488 Spider will be the star on our Dubai Motor Show stand.

    It has been a challenging year for all car manufacturers. How has it affected Ferrari sales?

    In the Gulf we will close the year down three or four per cent but, as you know, we never push sales because we will never produce too many cars and we are selective with our clients. 

    You have always had a very loyal customer base but surely, as a business you need new clients coming to Ferrari?

    I always say that Ferrari is a family because during your life, your kids, then their kids get married and we hope that they, in time, the children of our customers and their children will become Ferrari customers.

    It is also important to remember we do not just build sports cars we have GT cars and the FF, and the F12 Tour de France which won’t be available for this Motor Show, but those cars attract new clients.

    Over the past year has your customer profile become older or younger?

    Younger, and I think the California T is responsible for that because it is a car that can be enjoyed by all the family. We have retained our client base and in fact I can tell you that a lot of guys left us to experience other brands and it was not, how you say, a cool experience and now they are coming back.

    Luca di Montezemolo, before he left the company, was adamant that Ferrari’s output should be restricted to maintain exclusivity. Has the new management changed that view?

    Not at all. I think Montezemolo did an incredible job. He interviewed me for my job.  Now the company is a bit like a space rocket that discards pieces as it heads into space and that is what is happening.

    If you don’t get rid of the bits that are no longer of any use, if you want to get to the moon, you will never get there. Now we have new responsibilities and we must be clear about the way forward and that still means exclusivity as well as innovation.

    You have always told me that Ferrari would never produce an SUV. Is that still the case?

    I am not the big boss but I don’t think we will build an SUV. I can’t see us messing around with the brand because we love our Tifosi so much and what Ferrari means to them. We must be careful that we do not abuse the brand. 

    When Porsche first introduced the Cayenne, people thought they were mad to build an SUV but now it is hugely successful. Does that not encourage Ferrari to follow?

    No, not at all. I respect all our competitors but Ferrari is different to them. Once you have owned a Ferrari you are not interested in other cars. We will never, ever, like some competitors, move into the mid-market. 

    How important is the Dubai Motor Show to Ferrari?

    I tell you, it is the most important in the region to show people what is going on and gives us great visibility and the chance for people to come and enjoy Ferrari.

    The Gulf market accounts for eight per cent of our production but I don’t look at the numbers like the others I look at the quality of the sales because we do not offer discounts or any kind of gimmicks. 

    What is the biggest challenge facing Ferrari?

    I think it is continued innovation and the definition of the sports car in the future, and how it will be perceived. But for me, the population of the world is growing but we still have beautiful ladies. I will leave you with that thought.

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