Ferrari Roma Tumbles Down Elevator Shaft at California Dealer

We’re guessing a trip to the dealership for service is a routine affair for most people, but sometimes things go sideways. There are all sorts of stories of cars being dropped off lifts and about dealer employees taking nice cars for joyrides. One thing we haven’t seen, at least until now, is a car falling down an elevator shaft. Oh, and this car happens to be a Ferrari Roma, which can cost more than $300,000 in some cases. 

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As Big As It Is Ugly: Ferrari's New Key Fob

At a private event in Rome this week, Ferrari introduced its newest model — the Roma. Described by Ferrari Commercial Director Enrico Galliera as an automobile for “people who would like to drive a sports car, or a Ferrari, but are a little bit afraid of Ferrari and sportscars,” it boasts one of the worst marketing taglines imaginable.

It also has a key fob that’s embarrassing to carry around — assuming shame is an emotion still within your repertoire.

While high-performance exotics aren’t widely known for being tasteful, Ferrari has always had a thin veneer of respectability brands like Lamborghini lacked. Owning one gave off the impression that you might have a mild appreciation for brand heritage or some interest in motorsport. At the very least, the prevailing prejudices would presume you were a probably a car snob with strong opinions and nuanced tastes.

Unfortunately, the Roma (Rome) and its gaudy key are helping to dissipate that formerly effective illusion.

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  • Lorenzo Are they calling it a K4? That's a mountain in the Himalayas! Stick with names!
  • MaintenanceCosts It's going to have to go downmarket a bit not to step on the Land Cruiser's toes.
  • Lorenzo Since EVs don't come in for oil changes, their owners don't have their tires rotated regularly, something the dealers would have done. That's the biggest reason they need to buy a new set of tires sooner, not that EVs wear out tires appreciably faster.
  • THX1136 Always liked the Mustang though I've never owned one. I remember my 13 yo self grabbing some Ford literature that Oct which included the brochure for the Mustang. Using my youthful imagination I traced the 'centerfold' photo of the car AND extending the roof line back to turn it into a small wagon version. At the time I thought it would be a cool variant to offer. What was I thinking?!
  • GregLocock That's a bodge, not a solution. Your diff now has bits of broken off metal floating around in it.