#roma

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.