Ferrari has long maintained an exclusive approach to its brand, selectively choosing who can purchase its high-end vehicles. Over the years, several public figures have reportedly been blacklisted from acquiring Ferraris, with the automaker citing concerns over brand image and unauthorised modifications.
The increasing popularity of Ferrari’s in-house customisation program has become a double-edged sword. While offering customers the ability to personalise their vehicles generates significant revenue, certain excessive or outlandish requests have raised concerns about the brand’s image. Ferrari CEO Benedetto Vigna recently acknowledged the issue, stating that the company is now considering pre-defining acceptable colour combinations to ensure brand integrity.
Vigna revealed that while the classic Rosso Corsa remains a staple, only about 40% of buyers still opt for it. Many clients are now selecting unique colours through Ferrari’s customisation program in an effort to stand out. However, requests perceived as excessively “bling,” “strange,” or “garish”—as described in a report—are prompting Ferrari to reconsider its approach.
