Yahoo Autos Ferrari takes Manhattan
Ferrari hosted a gala for its new charitable educational foundation this week in New York City, at The Shed in the Hudson Yards on Manhattan’s West Side. As part of this, the Italian exotic carmaker displayed 14 “game changing” vintage and contemporary vehicles outside the sculptural Vessel structure. These included vehicles from the contemporary Prancing Horse lineup such as the Purosangue and 296 GTB; custom Icona cars like the Monza SP1 and Daytona SP3; vintage supercars like the Enzo, La Ferrari, F40, and F50; and racing cars like the 66M, F1-89, and 333 SP. According to a Ferrari spokesperson, 40,000 people visited the space on the first day it was open.
The brand also hosted screenings of the forthcoming Michael Mann movie, “Ferrari,” for top clients, following its premiere at the New York Film Festival. Adam Driver, who plays Enzo Ferrari in the dramatic biographical film, attended the gala along with Mann, who, in addition to being a Ferrari owner has also shot promotional video for the brand. Actor Nicholas Hoult (“The Great,” “Renfield”) who has been training to race in the Ferrari Challenge Series, also attended. A performance by musician John Legend was the evening’s entertainment.
If this isn’t enough of a big-city presence, Ferrari also runs a very fancy client showroom uptown on Park Avenue, one of just three Tailor Made sites in the world (the others are in Maranello and Hong Kong), constructed to help clients customize their cars with special high-profit leathers, trim bits, paint-to-sample colors, and the like.
All of this raises the question, why is Ferrari betting so big on New York, the least car-friendly city in America? “We wanted to have also something here in New York, on the East Coast, to be connected with the local community here,” says Enrico Galliera, the Italian marque’s chief marketing officer, as we sit together on the 24th floor of the Equinox Hotel in Hudson Yards, overlooking the events in the plaza from on high. (As we stare outside, a Ferrari spokesperson points out that the brand’s first importer in America, Luigi Chinetti, had his dealership just a few blocks south on 11th Avenue.)
