Ferrari when it comes to automobiles may well be the "last cookie in the package". But when it comes to knowing how to treat his customers, he leaves everyone with a brave "bitter of mouth".
After the scolding that involved journalist Chris Harris and the Italian brand, Ferrari's "snobbery" claimed another victim. This time, on the other side of the Atlantic, at the official Ferrari dealership in the city of Ontaro (USA).
Robert Maduri, editor of a car blog and a customer of the brand for 5 years, went to the stand interested in buying a new “rampanting horse”. But as soon as he entered the concessionaire, he was overwhelmed by the feeling of “you do not belong here”, “you were not elected”. An unease that could chill the most fervent and passionate lover of machines in Maranello and retract forever the most benevolent credit card.
I experienced this feeling at age 6, when my father took me to a Ferrari stand for the first time. I lightly touched the tire of a 358TB and for a moment I thought the alarm was going to go off, I felt like a heretic for touching such «automotive sanctity». I believe that today is different and the truth is that I, unlike Robert Maduri, did not arrive at the stand in a Range Rover nor wore an Audemars Piguet Chronopassion watch on my wrist. I went in a modest Volkwagen Passat and on my wrist I must have carried a Power Ranger transporter. But then what?!
Robert Maduri, did not stay. Upset with the situation and having nothing to lose, he moved to the other side of the road where a beautiful and modern Mclaren dealership awaits. And he had barely opened his mouth as the seller was telling him all the details about the product.
Result? Faced with such a difference in service, Robert Maduri did not have “half measures” and as soon as he got home he posted a report of the experience on his blog (the Double Clutch). The report went viral and the brand, instead of making the store recognize its mistake and correct it, ended up acting in the old Italian way, with attempts at coercion and threats from the court.
And so if one customer is lost, or will it be thousands? Will this type of approach to the consumer not drive away a whole new generation of customers? What will the Italian brand do when the baby boomer generation starts to exchange powerful Italian machines for more modest canes? Only time will tell. As for us, we're with Double Clutch and Chris Harris for the truth. At least until we are threatened...
Text: Guilherme Ferreira da Costa