Ferrari Will Dismiss Poor Taste Customizations to 'Uphold the Brand's Values'

      The growing interest in Ferrari's in-house customization program has led to a careful juggling act for the brand. On the one hand, allowing affluent buyers to personalize their vehicles brings in substantial revenue. However, the company is concerned that some of the more extravagant requests are tarnishing its reputation. Ferrari CEO Benedetto Vigna has stated that the brand intends to address this issue by learning how to gracefully decline certain requests.

      While Rosso Corsa remains synonymous with Ferrari, Vigna mentioned in a recent interview with The Telegraph that only around 40% of customers currently select that color. Many buyers opt for Ferrari’s customization program to request unique paint shades in an effort to differentiate themselves from others, for better or worse. The Telegraph has identified some requests as “bling,” “strange,” and “garish,” which have caused sleepless nights for executives.

      “We have been considering the idea of possibly pre-defining the [color] combinations,” Vigna revealed. “We need to be cautious because it’s important to uphold the brand’s values and identity. We will certainly not produce an odd-looking car," he added.

      What exactly constitutes “strange” in Ferrari terms? It likely refers to vehicles that might be deemed overly flashy by Maranello’s standards—perhaps those unfortunate designs that perfectly encapsulate the phrase “money can’t buy taste.” Interestingly, the green-camo Ferrari pictured above belongs to Lapo Elkann, a figure who has sparked controversy in the past; he is the brother of John Elkann, the Stellantis chief and grandson of Gianni Agnelli.

      It’s important to recognize that taste is highly subjective. It varies according to each driver’s personality and background, as well as their inclination to maintain a low profile or to provoke reactions.

      Even if you possess vast wealth, Ferrari will not paint your car pink; such requests are simply off the table. However, it cannot deny every demand. Reports indicate that the customization program represented 20% of Ferrari’s revenues in 2024 and contributed to a 21% increase in profits. As a business answerable to shareholders, Ferrari faces challenges when declining a client's offer of, “Take my money.”

      If Ferrari declines to create your dream vehicle, there might be aftermarket companies eager to assist you. However, venturing down this path could lead to significant issues. Vigna has indicated to The Telegraph that he may consider blacklisting clients who “overstep” in modifying their cars.

      But where does one draw the line? Would adding an aftermarket exhaust earn you a spot on Ferrari’s blacklist? Is it permissible to install a widebody kit on your SF90? These are valid questions. Test it out and share the findings. This policy isn’t entirely new; in 2014, Canadian DJ Deadmau5 received a cease-and-desist letter from Ferrari after showcasing a 458 nicknamed Purrari, which featured a colorful, feline-themed wrap and cat emblems.

      Vigna is apprehensive that a car with inappropriate modifications could harm Ferrari’s image and eventually become a less proud part of its legacy. He’s also concerned about the implications of selling heavily modified vehicles. Who would buy them? “Some combinations aren’t appreciated by potential second buyers,” he explained to The Telegraph. Selling such a vehicle at a loss isn't an option, and undoing the modifications can often be a challenging and costly process.