By on April 17, 2020

Räikkönen post Bahrain DNF

Years ago, your humble author was in Los Angeles for the auto show, finding his cellphone suddenly dead. He stumbled into a nearby mall while Verizon’s techs worked their magic, then wandered through the Ferrari store, amazed at how much stuff the iconic exotic brand could slap its badging on.

While you almost certainly won’t be able to buy the retail, and certainly you wouldn’t want to acquire one by being a COVID-19 patient, there will be Ferrari-branded respirator valves.

Note that competitor Lamborghini has already produced branded face masks and medical shields.

The Prancing Horse’s valves are made of thermoplastic parts and will be assembled in Maranello, where prototype Ferraris are usually developed. Diving equipment manufacturer Mares has developed some of these masks. Those will be used on patients struggling with respiratory failure.

Ferrari will supply other fittings to Solid Energy, which then will turn snorkeling masks into protective shields for healthcare workers.

The Italian automaker plans to make and distribute several hundred pieces of equipment for patients in Bergamo, Genoa, Modena, and Sassuolo; and for healthcare workers in Medicina. The Italian Civil Protection government agency will help with distribution.

It would be easy for me to poke fun at Ferrari for branding medical equipment, but, while that may seem tacky, that decision is superseded by the company’s choice to do what it can to help. Helping patients and medical professionals get the gear they need is too important to worry about whether the automaker is slapping its logo on the component parts or not.

We can always make fun of those who have more money than taste when the pandemic is over and they’re out driving around in rented exotics with wrists adorned with gaudy Ferrari-branded wristwatches. Or we can re-watch Netflix’s “Tiger King” and pick on that one guy from the later episodes. If you’ve seen it, you know who I mean. No spoilers here.

Until then, good on Ferrari for lending a hand.

[Image: Scuderia Ferrari]

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13 Comments on “Ferrari Building Branded Respirator Valves to Fight Coronavirus...”

  • avatar

    My understanding is that the Italians are very proud of their high-end automobile manufacturers so branded PPE or branded medical equipment might be a morale booster for people.

  • avatar

    I’m still picturing some rich douchebag asking: “But is it a Ferrari branded valve?”

  • avatar

    “Branded Respirator” maybe says a lot, as well as a bit late in this virtuous task.

  • avatar
    schmitt trigger

    I also don’t want being sarcastic of anything that anybody is doing to assist in the world-wide fight against this pandemic.

    Having said this, if Ferrari does really want to help and not simply score some propaganda points aimed at the 1 percenters, it should manufacture what it can without any branding or logos whatsoever.

  • avatar

    There will be a few who look at their respirator and swear that if they get out of the ICU alive, they will buy a Ferrari.
    Those who don’t make it won’t, but some of those who do actually will. And it will make terrific publicity for Ferrari.

    • 0 avatar

      Ferrari is making respirator valves not ventilator valves. Respirators are to protect health care staff. Think of a scuba mask system or fireman’s Scott air pack. Ventilators are the complex devices providing oxygen and pressure to the patient.

  • avatar

    I think the tacky aspect of this is when people are critical of someone helping out over something as silly as a logo.

    If the logo brings a little bit of cheer to a patient or doctor, then good. Ferrari is more than just a car company – it’s also a sports team, and one that is considered a national source of pride.

    They’re not going to sell a single additional car in response to this, as they already sell exactly as many cars as they wish to make.

    Kudos to them, and to every company that has decided to try to help people during the pandemic – whether through efforts to care for the ill, trying to keep paychecks coming, or trying to work with people that have suffered income disruption.

  • avatar

    The Ferrari valve will doubtless flow more air than the rules allow.

  • avatar

    Why is there a photo of Kimi at the head of this article?

  • avatar

    If we are allowed to be snarky (and this is TTAC after all!), I think I will wait for the more reliable Mercedes Silver Arrow version.

  • avatar

    Ferrari is more the marketing company than car company.

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