An Interactive Ferrari website could be a dream come true & a compelling strategy to develop new market
Ferrari is known for high quality and high-end luxury vehicle. It is s dream of millions around the world to own a Ferrari and most know that they might never be able to afford one. This is where Ferrari can encash an opportunity. Understand the psychology of a wanna-be consumer and reach out to that market. Ferrari need not step down from its luxury brand status by straightforward trading-down but just add an innovative strategy.
Imagine if Ferrari introduces a new brand that could be launched online with the option to BUILD YOUR OWN CAR. The product strategy would be to allow customers the flexibility to build their own car by choosing whatever accessories, engine or parts etc they would like in their car through an online software. Each component could indicate the advantages, disadvantages and price. This flexibility would allow customers to suit their pockets and yet own a car from "the makers of Ferrari".
The car could then be ordered online after a virtual image of the inside and outside is created and delivered to the customer online. Once the customer books the car by paying online, the order could then by processed at the company factory where, just like DELL, Ferrari can put together the car and ship it to the customer. It can trade-off on time and responsiveness to cut down the cost a little bit.
The car could be marketed as "for those who seek adventure", rather than pure luxury.
This strategy would allow Ferrari to tone down the luxury elements of the car and thus bring down the cost. There are many young drivers who would like to own a Ferrari-associated brand which promises adventure, rather than luxury. These young drivers are passionate about the look and functions of the car but won't worry too much about the luxury aspect of the car.
Just a strategy!
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