Out of everyone's love for prancing horse, car home used car invited Mr. Bai Bei, President of Ferrari Greater China, for an exclusive interview through video connection. Mr. Fei Da and Mr. Bai Bei talked about the future development of Ferrari in China, Ferrari's current situation and future work priorities, covering the official used car business of Ferrari and further improving after-sales service. To some extent, they show the whole development process of the prancing horse. ...
(The following is an interview record)
Q: Hello, Mr. Bai Bei, I'm sure you also know 1992, Ferrari 348, which was originally used only for touring exhibitions? TS stayed in Beijing and became the first Ferrari model in Chinese mainland. I believe it will have a far-reaching impact on China and Ferrari. In your opinion, what is the positive significance of Ferrari's official entry into China?
Sir? Giuseppe? Catonio:
As we all know, your first attempt, or your first success, is always exciting and impressive. Ferrari 348? TS is indeed a landmark model, and we even kept the photos taken by the owner in Tiananmen Square. I think this car has a very far-reaching symbolic significance for Ferrari to officially enter China.
Although we have only been in China for 30 years, its development seems to have spanned an era, which is a very precious time. From 1992, when Ferrari first entered China, to 2022, it will be its 30th year in China. At that time, we will hold the 30th anniversary celebration. There will definitely be new models and new owners. For us, this celebration will be a very important part of Ferrari's history.
Ferrari 348? TS and its first owner in China have made a good start for Ferrari's development history in China, and the upcoming 30th anniversary celebration of Ferrari's entry into China will surely become another milestone in the development of Ferrari brand in China.
Q: OK, thank you. About this unusual 348? TS is also special because 65,438+03 heads of state and celebrities, including Bush, Putin and Margaret Thatcher, left their autographs on the bus. It is no longer a car in the traditional sense, but a work of art that bears witness to history. It is said that someone is willing to bid 200 million yuan, which is different from 250 yuan. GTO, it appreciates in a different way. what do you think of it ?
Sir? Giuseppe? Catonio:
Frankly speaking, you can't guarantee that every Ferrari you buy will become a legend. Although this is not the norm, this probability has always existed. Its value may be related to Ferrari 348? TS is the first model to enter the China market. I'm not sure whether the valuation of 200 million is true. But there is no doubt that the signatures of political and business celebrities will help them to add value. This car is of extraordinary significance to Ferrari brand, the whole country and collectors.
In addition, for different reasons, some other Ferrari models are also among the legends. For example, the popular 250? GTO, selling similar or higher prices in bidding. There are also several Ferrari models with particularly high valuations in history. Generally speaking, the valuation of Ferrari brand models is generally high.
It is often said that when you buy a Ferrari, it is actually an investment. As far as Ferrari is concerned, our business model has laid the foundation for the models we sell, and they still have the ability to maintain or appreciate the value after five years.
Q: As Mr. Bai Bei said just now, many Ferrari fans are keen to buy some scarce models. One is for feelings, and the other is really valuable for investment. "The basic model is more valuable than other supercars, and the track model is very valuable, but the price of buying the flagship model will rise." This is the evaluation of Ferrari models' hedging rate by netizens on a domestic platform, and car home's used car big data also provides a realistic basis for this statement. How did Ferrari do it?
Sir? Giuseppe? Catonio:
That's true. In this regard, I will share some information with you. All along, customers always ask me why I can't buy a Ferrari special edition model. Indeed, only a few customers can own it. First of all, you must be a Ferrari brand customer with a good purchase record.
When Ferrari sells special edition models to customers, it is actually sharing brand value with customers and providing them with opportunities for asset appreciation. Of course, because we need to protect the brand value of Ferrari, we will only share this value with the most loyal collectors. Of course, I need to emphasize that when you choose to buy a Ferrari, it is not just a question of money. Is to recognize Ferrari's brand culture and value. We firmly believe that Ferrari is a brand that can't measure its value only from the perspective of money.
In addition, we don't encourage people to speculate on limited edition models, but if someone benefits from buying a Ferrari, we will also be happy for the owner. ? Our idea is to build a community where we can share the passion of driving and have an excellent car. Since the Ferrari brand was founded, this group has been growing. ? The first step to become a member of this family is to buy a Ferrari model, whether it is a new car or a used car. Of course, with the growth of the Ferrari family, you will naturally have the opportunity to start a special edition model.
In our business model, protecting the value of sports cars and used cars is Ferrari's core goal. The value of Ferrari sports cars is not accidental, because we have worked very hard in this respect, and we have maintained scarcity and even sacrificed some sales for it. We refuse to simply pursue profits, thus ensuring the scarcity of models and making their value indelible. I want to assure you and everyone reading this article that Ferrari is working hard for this clear goal every day to keep the value of all models on the market constantly changing. This is our goal and mission. Of course, you can't buy it just to make money, which runs counter to Ferrari's brand concept.
Q: OK, I see. There are many Ferrari fans in China. If they want to buy a second-hand Ferrari, most of them buy these used cars in circles. Regarding used cars, Mr. Bai Bei, how old is the car and how many kilometers do you recommend? Then there is whether Ferrari wants to build an official used car platform, so that many people will have a clear goal when they want to buy it, and I believe consumers will definitely believe in the brand Ferrari more.
Sir? Giuseppe? Catonio:
From the company's point of view, Ferrari's officially certified used car business is very active and has developed all over the world. We have a perfect system to ensure the running of the used car officially certified by Ferrari, although it has not been known to consumers in China.
Many people choose a new car when they buy it for the first time. Now, the concept of consumers in China has changed. Although it has not reached the level of western developed countries, it is indeed changing. With the development of the automobile market, many domestic consumers begin to realize that even a 5-6-year-old used car is still a good car as long as it is properly maintained.
In fact, we have been working hard in the past, and we have been waiting for the opportunity to promote Ferrari's used car strategy and concept to the China market. Now, we think the time is ripe.
In the next few months, we will combine two aspects to further deepen this business. First, establish a perfect online official certification system for used cars, which is convenient for everyone to evaluate and check the officially certified used cars of Ferrari sold by dealers. Secondly, we will introduce the financial policy of Ferrari used cars to ensure the smooth sales and attract more Ferrari fans to join hands to build a Ferrari family.
These are the two main aspects of our work in the next few months. We have been paying attention to the used car market in China. At present, consumers in China are ready. I believe now is a good time for Ferrari to develop the used car market.
As for recommendation, to be honest, it's not that I recommend a used car, but that potential users consider which model can really meet their actual needs. If you want my advice, then first of all, consumers should choose to buy officially certified used cars. ? Because when you buy a Ferrari, if the second-hand car you bought is not certified, then our previous discussion about hedging will be invalid.
In the past, people had a narrow range of Ferrari models to choose from. Now, the range of used cars you can choose is much wider. If you are a single aristocrat who likes to socialize, you can choose to buy Ferrari 458 or 488? Spider; If you like Ferrari GT models driving between cities, you can choose to buy Ferrari California or Portofino; ; If you are considering traveling with your family, you can buy a Ferrari GTC4Lusso or something.
Q: What are the similarities and differences between Ferrari owners in China and other countries? Do they have any special preference for the choice and preference of car models?
Sir? Giuseppe? Catonio:
The world culture is different. There must be some cultural differences in different places, such as favorite colors or lucky numbers. Every country has its own unique taste. Of course, China also has its own characteristics. But in fact, the prancing horse owners in China have many similarities with those in other parts of the world. They are very wise, calm, delicate and exquisite, and pay great attention to the perfection of details in their work and life.
They have high hopes for your products, and you must meet or exceed their expectations. This is a global trend, not unique to China. Ferrari community is built by such a group of consumers. If we have to make a comparison, I think consumers in China are even more different from those in other parts of the world.
Q: In terms of data and influence, Ferrari has been very successful in China. What does Ferrari think of the current China market? Or, in other words, what position does the China market occupy in Ferrari's global plate?
Sir? Giuseppe? Catonio:
The global outbreak in 2020 gives us time to review and think about Ferrari's development footprint in China. Personally, this is a big challenge. I used to work in Ferrari Asia Pacific, and then I went to other companies. I came back this year and became the president of Ferrari Greater China. I have spent most of my career in Asian markets, mainly in China. Taking Ferrari China to another stage is my next challenge.
Q: Mr. Bai Bei, do you mean that Ferrari's next priority is self-improvement, rather than vigorously exploring new markets again? Do you want to improve the quality of your existing service?
Sir? Giuseppe? Catonio:
It can be summarized as three points. First of all, improve the geographical coverage of our services to improve our service capabilities in other cities.
Second, promote the used car business. Used cars will become a new milestone in Ferrari's business. Before the official concept of used cars is fully promoted in China market, we need to improve after-sales service in order to better promote this concept.
Third, on the basis of not losing the scarcity of Ferrari brand, we are also making a lot of efforts and attempts to increase the sales of vehicles.
The above three points complement each other. We usually talk about selling the first car, but then sell the second, third and fourth cars. It is important to have a wide sales coverage, but on this basis, it is necessary to further improve the after-sales service quality and regional coverage of Ferrari brands, so that consumers' needs can be quickly responded. Only in this way can we better improve customer loyalty.
Therefore, Ferrari has started to upgrade its after-sales service and is studying the location of opening a new after-sales service center in China. Of course, improving service is one of our goals. Through our perfect after-sales service network, customers can enjoy after-sales service at home no matter which city they live in.
Q:? Mr Bai Bei, thank you for your patient explanation! As the helm of Greater China, can you tell us what the next focus of Ferrari's work in China will be? ? Will there be heavy models next?
Sir? Giuseppe? Catonio:
The service upgrade mentioned above is actually to prepare for the launch of two brand-new Ferrari models. The first model is Ferrari Rome. This is a Ferrari, a Ferrari with a super-powered engine and a low-key luxury interior.
The engine of Ferrari Rome follows the engine technology of F 1. This sports car represents a turning point of the Ferrari brand and a return to the origin of the company in the 1950s. At that time, Ferrari basically did not produce sports cars. Sports cars are used for racing, but GT models are actually for sale. Rome represents the new direction of the company's next development.
The second one is Purosangue, which many people define as SUV, but I don't think this definition is completely accurate, because it will be a brand-new car series designed by Ferrari. It's too early to tell you. But it can be said that Purosangue represents a brand-new and redesigned market segment.
At present, our focus is to upgrade and improve the sales and after-sales network, in order to prepare for the upcoming Purosangue and Roma in the near future.
Q:? As we all know, China and Italy have a very long history, and the two countries are closer because of the epidemic. In China, talking about Italy is inseparable from art, food, football and Ferrari sports cars. What do you think is the core success factor of Ferrari, which can make Ferrari equal to Super Run in China? You can only use one word.
Sir? Giuseppe? Catonio:
In a word, I will say victory. Ferrari began to participate in the F 1 race at the beginning, and has not missed a F 1 race so far. Ferrari has always been the pride of the Italian nation.
Ferrari and F 1 are inseparable. As long as there is a race, you will always see Ferrari. If you want to tell a story about racing, Ferrari will always appear. We promised to take part in the competition. However, we will not win forever. Sometimes, we will win, and sometimes, we will sum up our experience. But it needs to be emphasized that as long as there is a racing competition, there will always be a Ferrari. And if you go to the F 1 race, you will always see Ferrari, because Ferrari and F 1 have been integrated.
Q:? When I was a child, I posted a handsome Enzo poster in my bedroom, which satisfied all my fantasies about sports cars and is still my favorite Ferrari model. So, Mr Bai Bei, which Ferrari do you like best and why?
Sir? Giuseppe? Catonio:
When you are at different stages of your life, you will make different choices. What I want to say is that every Ferrari has its own highlights and characteristics. If I look at Ferrari models in history, I will choose different models for different reasons, and each Ferrari represents perfection. Of course, the Ferrari Enzo is indeed a great model, which represents some real changes made by the Ferrari brand.
But I'm sorry, it's really hard for me to pick out a specific model I like. Generally speaking, the next one always surprises me. Every time, when I feel that I have found a perfect pattern, there is always the next perfect pattern, and I usually perform better in some way. This choice is too difficult for me.
If I had to make a decision now, I would choose Ferrari Rome. When we discuss it in the company, we will compare it to an F 1 racing car in a tuxedo. In fact, Ferrari Rome represents the inheritance and genes of Ferrari brand. I believe that this powerful Ferrari Rome will definitely make you experience the excitement and satisfaction brought by powerful power.
Q:? Okay, one last easy question. If one kind of food is used to represent Ferrari, which kind of food do you think is most suitable to show the brand connotation of Ferrari?
Sir? Giuseppe? Catonio:
In my opinion, this question is actually the most difficult to answer. There are thousands of cuisines in China and thousands of Italian cuisines. The total amount of food in these two countries will be three times that in other countries. Indeed, it is difficult to choose a specific food for comparison. But whatever it is, I can be sure that this food must be "hot" because it also has the passion that Ferrari is proud of.
This article comes from car home, the author of the car manufacturer, and does not represent car home's position.