Commentary
Formula 1
Ferrari makes its mark, in more ways than one
A radical new Formula One concept… and then being topped by Lego in terms of brand power – just another 24 hours in 'being Ferrari'.
Charles Bradley
Edited: Feb 17, 2015, 3:21 PM
Copy link
Share on Viber
Plastic building blocks. Fizzy drinks. Expertly-crafted thoroughbred Italian sportscars. It's amazing to think that, given their diversity, that such different products could ever be compared in the same arena, yet that is what a recent branding report has revealed.
According to Brand Finance, in terms of brand 'power', Lego > Red Bull > Ferrari. Lego Movie and Lego Star Wars have enhanced its standing; in contrast, Ferrari's lack of world championships in recent years have blunted its edge.
Big ideas in Maranello
Incoming chairman Sergio Marchionne has huge ideas on how to improve Ferrari's profitability in the road car sector (as evidenced by the Alfa Romeo badge on the new F1 car), and has installed former Marlboro man Maurizio Arrivabene to turn around its fortunes on the track.
His flair came to the fore today, as Ferrari released an image of a radical Formula One concept car, and it was surely no coincidence that the Formula One Commission was meeting in Geneva today to discuss the future direction of the sport. On the agenda: bigger tyres, less aero, 1000bhp…
It's a divisive concept, witness over 100 comments on our Facebook site after just a couple of hours. Some love it, some hate it – but at least it got a reaction.
Let the good times roll?
It's a fascinating time for Ferrari right now, with the Fernando Alonso era over and Sebastian Vettel's time just beginning.
In Kimi Raikkonen it has one of the most popular drivers on the grid, and if he could recapture his former glory days there's the potential for the marque to be the most exciting on the grid once again.
It's a brand that is built on sporting excellence, and its strength goes hand in hand with its performance.
But it can only build that on the blocks it already possesses, in terms of technical expertise, understanding of its SF15-T, power from that previously troublesome V6 hybrid, and the drivers behind the wheel.
In that respect, it's a bit like Lego after all…
Read also:
- Why Formula One has failed to conquer emerging markets
We want your opinion!
What would you like to see on Motorsport.com?
Take our 5 minute survey.
- The Motorsport.com Team
Read and post comments
Read also :
Share Or Save This Story
Copy link
Share on Viber
Previous article Arrivabene: Vettel 'a carbon copy of Schumi'
Next article Formula One Commission sticks, doesn't twist
Top Comments
There are no comments at the moment. Would you like to write one?
View More & Comment
More from
Charles Bradley
Mika Hakkinen on his darkest day in F1
Formula 1
Formula 1
Mika Hakkinen on his darkest day in F1
Dillon: Spotter was “wrong” to shout “wreck him!” before Hamlin clash
NASCAR Cup
NASCAR Cup
Richmond II
Dillon: Spotter was “wrong” to shout “wreck him!” before Hamlin clash
Hamlin: NASCAR stripping Dillon of win would be “warranted”
NASCAR Cup
NASCAR Cup
Richmond II
Hamlin: NASCAR stripping Dillon of win would be “warranted”
More from
Kimi Raikkonen
David Coulthard explains why Robin Raikkonen's rise resembles Max Verstappen's
Formula 1
Formula 1
Spanish GP
David Coulthard explains why Robin Raikkonen's rise resembles Max Verstappen's
On this day: Michael Schumacher wins… and stuns tifosi with F1 retirement
Formula 1
Formula 1
Italian GP
On this day: Michael Schumacher wins… and stuns tifosi with F1 retirement
Red Bull signs Kimi Raikkonen’s son as junior driver
Formula 1
Formula 1
Italian GP
Red Bull signs Kimi Raikkonen’s son as junior driver
Latest news
“It will be so sad” - MotoGP riders lament loss of Phillip Island
MotoGP
MGP MotoGP
Australian GP
48 min
“It will be so sad” - MotoGP riders lament loss of Phillip Island
NASCAR explains why they penalized Zane Smith after latest clash with Carson Hocevar
NASCAR Cup
NAS NASCAR Cup
Phoenix II
15 h
NASCAR explains why they penalized Zane Smith after latest clash with Carson Hocevar
Porsche boss Laudenbach says he is "not happy" with how things were handled by IMSA in 2026
IMSA
IMSA IMSA 16 h
Porsche boss Laudenbach says he is "not happy" with how things were handled by IMSA in 2026
Five things to watch out for at the F1 United States GP
Formula 1
F1 Formula 1
United States GP
16 h
Five things to watch out for at the F1 United States GP
Feature
Discover prime content
Subscribe and access Motorsport.com with your ad-blocker.
From Formula 1 to MotoGP we report straight from the paddock because we love our sport, just like you. In order to keep delivering our expert journalism, our website uses advertising. Still, we want to give you the opportunity to enjoy an ad-free and tracker-free website and to continue using your adblocker.
You have 2 options:
- Become a subscriber.
- Disable your adblocker.
Subscribe now Already subscribed? Sign in here
Already disabled your adblocker?
Reload page
Manage Alerts
Subscribe