In a fast-moving industry, Ferrari stays the course
is one of the rare brands that unequivocally achieves it—making its iconic horse logo synonymous with luxury and excitement. Thomke, the William Barclay Harding Professor of Business Administration, thinks of a student he taught in Harvard’s senior executive program in Dubai, who had the opportunity to test drive one of Ferrari’s cars.Despite its legendary success at defining its brand, it is also a company confronting modern realities.
In practice, that means a careful balancing of three elements: driving pleasure, performance, and style. As the company’s marketing head told Thomke, “We are not the fastest or most comfortable car on the market, but the best combination of the two, which makes us the most thrilling. Our concept of performance includes pleasure.”
On the surface, that scarcity-generates-demand model seems destined to clash with becoming a public company. Ferrari decided to go public, in part, to improve its management rigor, Thomke says.
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