Ferrari Desires To Faucet Into New Buyer Base With Roma

Ferrari is hoping that its new Roma grand tourer will assist in faucet into a brand new buyer base and poach prospects from its rivals.

Whereas the likes of Aston Martin, Bentley, Lamborghini, and Porsche have expanded their portfolios to incorporate a wider vary of automobiles – together with SUVs – Ferrari has remained a producer of high-performance supercars and GTs.

After all, the brand new Roma is not precisely an enormous departure from that, however the firm’s chief advertising and marketing officer Enrico Galliera says that the brand new addition to the corporate’s lineup will attraction to those that may be too intimidated to purchase one of many Prancing Horse’s track-bred machines.

“The Roma is designed to draw an vital variety of new prospects to Ferrari,” Galliera informed Automotive News Europe. “The most important group amongst them will probably be automotive patrons who drive luxurious SUVs or sedans and have by no means owned a correct sports activities automotive.”

“Most of them do not buy a Ferrari as a result of they do not know how enjoyable it’s to drive one. We wish to decrease limitations with a much less intimidating automotive,” he mentioned, including that the automotive is geared toward prospects who “prize understatement and prefer to drive their automotive every single day.”

The Roma has drawn comparisons with comparable GT automobiles, most notably fashions from Aston Martin, however Ferrari says the design of the automotive took a simplistic strategy and attracts inspiration from the corporate’s historic GTs, the likes of which draw large costs at public sale.

“It is like a Components One automotive in night costume,” mentioned Ferrari’s chief designer Flavio Manzoni. “The thought was to make the Roma’s form so simple as doable.”

Though the Roma, Ferrari’s fifth new mannequin of 2019, is geared toward engaging SUV drivers, the corporate remains to be on the right track to launch its first high-riding machine in 2022.

By the identical yr, greater than half of Ferrari’s choices will characteristic a hybrid system of some description, whereas the thought of an all-electric mannequin is being explored however it’s thought that the introduction of 1 is unlikely within the close to future.

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