Ferrari is looking less like a carmaker and more like Hermès
But will it thrive in the electric age?
The workaday town of Maranello, near such architectural jewels as Bologna and Modena, shares little of their charm. Nevertheless, its main attraction is a centrepiece of Italian culture. A statue of a prancing horse on a roundabout reminds visitors that this is the home of Ferrari. Italian design, exclusivity and racing heritage have made the company both a champion of the car industry and something altogether different.
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This article appeared in the Business section of the print edition under the headline “Horse power”
Business
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