The Ferrari Way

Current CEO at Ferrari, China

Why is this interview interesting?

  • Difference between Chinese and Western consumer behavior and psychology
  • How Ferrari curated the buying experience from showroom to vehicle delivery
  • The Ferrari philosophy and brand equity management
  • The advantage of leveraging F1 for commercial products
  • Challenges and complexities of operating in China

Executive Bio

Giuseppe Cattaneo

Current CEO at Ferrari, China

Giuseppe is the Current CEO at Ferrari, China and has over 25 years experience working in China. From 2004-9, he was CEO of Pirelli’s China Division before being promoted to CEO of APAC in 2009. Giuseppe then joined Ferrari as President and CEO of Far East Asia in 2013 before rejoining Pirelli as CEO of APAC for another three years in September 2014. Giuseppe has recently rejoined Ferrari in 2020 with full P&L responsibility of the China business. Read more

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The Ferrari Way(May 6, 2020)

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