#Ferrari

In the brouhaha over Ferrari’s alleged trademark violation, Ferrari did the smart thing and surrendered. Ferrari withdrew the “F150” name for its new Formula One race car. Ford had brought suit in federal court, alleging that “Ferrari has misappropriated the F-150 trademark in naming its new racing vehicle the ‘F150′ in order to capitalize on and profit from the substantial goodwill that Ford has developed in the F-150 trademark.”

You think only China has a total disregard for intellectual property? Ford filed a trademark infringement suit on Wednesday against a foreign carmaker. The only thing this carmaker has in common with China is their love for the red color. Ford sued Ferrari for blatantly stealing the name of the world’s best selling vehicle, the F-150.

Luca di Montezemolo testing the New Stratos from New Stratos on Vimeo.

Ferrari Chariman Luca Di Montezomolo recently got a spin in Michael Stoschek’s homage to the Lancia Stratos, possibly one of the rarest treats in the car game just now. And even though it’s neither a Lancia nor a Stratos, anyone would be thrilled to drive one before they’re all locked into some climate-controlled bunker somewhere. But that’s not all Luca has to be thankful for: with a disastrous 2010 F1 season behind it, Ferrari is the center of speculation that Fiat will sell it off as it moves towards closer ties with Chrysler Group. Freedom from Fiat might mean an end to Lancia-branded one-offs based on Ferrari platforms, but given the depth of Fiat’s gamble on Chrysler, Ferrari would probably prefer to watch from a distance anyway. In fact, the only thing Luca probably isn’t thankful for this week is direct competition from the McLaren MP4-12C, which is launching at almost the exact same price as the 458 Italia.

Abu Dhabi’s sovereign wealth fund, via its investment vehicle AMubadala Development Co, has sold back its 5 per cent stake in Ferrari to Fiat. It’s not that the sheiks were tired of Ferrari. Fiat wanted their shares back. Fiat had an option that gave it the right to buy back the stake that Mubadala had acquired in 2005 from Mediobanca, Italy’s largest investment bank for €114 million, domain-b reports.

Fiat paid €122m ($167m) to buy back the stock. Now their holdings climbed from 85 percent to 90 percent. Why would you want 90 percent in a small sports car maker if you already have 85 percent, and you need every penny of cash?

Did you know that Champagne, as we know it, wasn’t invented by the French? It was invented by the British. Christopher Merret documented the addition of sugar and molasses to a finished wine to create the bubbles in Champagne. This was six years before Dom Perignon (the supposed creator of Champagne) went to the Abbey of Hautvillers. And 40 years before Benedictine supposedly created Champagne. Merret presented his paper to the Royal Society which detailed the process now known as méthode Champenoise in 1662. Did that surprise you? Now check this out…

Ferrari is sending engineers all around to the world to investigate “thermal incidents”. Now what’s a “thermal incident” you might ask? It ain’t a mistake that happens in your long johns, that’s for sure.

It’s corporate speak for “that supercar which you lashed loads of money on may catch fire in a big way.”

As non-executive vice-chairman of the Swiss bank UBS, Chrysler CEO Sergio Marchionne has deep connections with the European banking community. Now, under threat of losing its primary lender Ally Financial to GM’s dreams of a return to in-house, subprime lending, Marchionne has leveraged that experience into a non-prime lending deal with a US division of Spain’s Banco Santander. Automotive News [sub] reports that Santander and Chrysler have reached a deal to provide loans to Chrysler customers with sub-650 credit scores that ChryCo reckons could result in an additional 2,000 sales each month.

Ultimate Factories – Ferrari

Bloomberg reports that Ferrari workers walked off the job for four hours yesterday, in protest of planned job cuts and production idling. Ferrari has announced that it plans to eliminate 120 office jobs and 150 production jobs, or nearly ten percent of its workforce. The Italian sportscar firm has also said it will put 600 workers on a week-long furlough next week, as it idles production of engines for its sister brand Maserati at a Maranello plant. Last year, Ferrari built about 4,500 engines for Maserati, about half of the 2008 number, as sales of the brand fell.

Despite breaking new ground in the field of brand leverage with its Ferrari World Abu Dhabi theme park, Ferrari does seem to have lost the plot a bit in relation to its “other” business building expensive sportscars. Ferrari’s abandonment of the manual transmission might be justified by faster lap times at Fiorano, and the lightning-fast, dual-wet-clutch transmissions that replace them certainly seem to help keep the Scuderia at the bleeding edge of technology (even if they’re designed and built by Getrag). But underlying the faster times, higher speeds and “digital supercar” honorifics from the motoring press, there’s a sense that Ferrari’s progress must accommodate an ever-more ambitious business plan as much as design the world’s most capable and emotive sportscars. And it’s starting to bear some troubling fruit.

Given Ferrari’s pricing politics, it seems safe to assume that Ferrari/Maserati is a fairly profitable enterprise for its 85 percent owner, Fiat. Indeed, with over $2.5b in combined revenues last year and an 11.5 percent operating margin, the Italian sportscar brands aren’t exactly dying of economic downturn-related causes. But at today’s presentation of Fiat’s five year plan, CEO Sergio Marchionne revealed that his firm has big plans for Ferrari/Maserati, and gave unprecedented planning details as proof of the brands’ path towards even greater profitability.

The man’s wife, an actress who looked Scandinavian, called it “The Monster.”

“You’ve come for the Monster,” she said.

“Yes, I have,” I said. Meanwhile trying to figure out why she would call one of Pininfarina’s most beautiful Ferraris– the GTC/4– “The Monster.”

I say “most beautiful” but the Italians, with their ever more refined eyes for body shapes (both women and cars) called it “the hunchback with clown lips” because it had an ever so slight rise to the center of the rear deck lid, and up front there was a rubber bumper surround. Neither feature hurt the car’s looks but you know the Italians. They wanted things just right or they would find something to criticize.

I found out later on, once I took the car, it ate money. It wasn’t the cookie monster, but the money monster.

Or is it the other way around? Based on the latest readings from our official TTAC losing-the-plot-ometer, Porsche is still at least ten years away from matching this spectacular achievement in short-sighted brand narcissism.