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.

Read more
  • ToolGuy "Having the dual sliders has been amazing as it let's me and my wife have our own "sides" of the van to prep for rides/races."Who goes on the traffic side??
  • ToolGuy "I caught a little bit Saturday, but Sunday it seemed impossible to find on my cable. I think it was streaming on Peacock, which I have, all weekend, so I could've watched it that way. I'm not complaining, to be clear, since I could've popped Peacock on and yet I chose to watch something else."Being you sounds like a real chore. 😉
  • ToolGuy If it is the longer-wheelbase version, good. (If not, it isn't.)
  • ToolGuy "circumvent(ing) dealerships" should be illegal.Does "circumventing" mean spending my money there?
  • ToolGuy If my head gets flatter I might consider this.