Partner Interview
Published March 16, 2026
Ferrari: EV Strategy & Benedetto Vigna Leadership
inpractise.com/articles/ferrari-ev-strategy-leadership-under-benedetto-vigna-and-product-renewal
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Currently roughly 20% of revenues from cars and spare parts comes from personalization. Do you believe it can surpass this mark?
Absolutely, by far. It might be 30% to 35%. That's the level of personalization you can achieve. Ferrari established a program where you can personalize your car up to a certain level. Then comes the Tailor Made program, which enables you to personalize it much more than the standard level. Then there is another level, the One-Off, which is a unique car built exclusively for you - the only one in the world. Of course, to have access to this, you need to be a loyal customer. Even if you have 10 million euros, I don't think you can buy a One-Off directly. You need to pass through all the gates, becoming a loyal customer first, then a Tailor Made client, and finally a One-Off client.
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