Despite being founded as a racing-oriented car brand, Ferrari is focusing more on the development of its technology than on racing, particularly when it comes to single-seat auto racing event Formula 1.
Enrico Galliera, chief marketing and commercial officer, told Arabian Business ahead of the Abu Dhabi Grand Prix that the races act as a technical platform for Ferrari to help it improve its offerings.
“I prefer to talk about the technology of Formula One. [It is] for Ferrari a marketing platform, but most of all, it’s a technical platform, where we can develop new technologies and features that become [part of] our research and development field to help us bring some additional elements on the road car,” he said.
Galliera denied claims by former Formula One boss Flavio Briatore that the races have become “too boring” and a “PlayStation for engineers”. Briatore, who managed car racers such as Michael Schumacher and Fernando Alonso, told Arabian Business in February that Formula One needs change.
“The driver should be a gladiator, not be in bureaucracy. This is not possible, [there’s] too much bureaucracy in Formula One now,” he said.
However, Galliera suggested the racing organisation’s new management, Liberty, which acquired the firm for $4.4b in January, is trying to combine the technology and the audience.
“Whatever the perception is, it’s still an important platform for Ferrari, in which we will keep investing in the future,” he said.
His comments come following Sebastian Vettel’s win for Ferrari in the Brazilian Grand Prix on Sunday.For all the latest UAE news from the UAE and Gulf countries, follow us on Twitter and Linkedin, like us on Facebook and subscribe to our YouTube page, which is updated daily.
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