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Topic Introduction History Identity Methods of Manufacturing Competitor Strengths & Weaknesses Types of Products Suggestions Conclusion

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Ferrari
INTRODUCTION:Ferrari S.p.A. is an Italian sports car manufacturer based in Maranello, Italy. Founded by Enzo Ferrari in 1929, as Scuderia Ferrari, the company sponsored drivers and manufactured race cars before moving into production of street-legal vehicles as Ferrari S.p.A. in 1947. Throughout its history, the company has been noted for its continued participation in racing, especially in Formula One, where it has had great success. Ferrari periodically creates a limited edition model that draws together the brand's technical expertise and racing experience. The first of these models was the Ferrari 250 LM, designed for customer use at racing circuits. In recent years the milestones of this process have been the 288 GTO, the F40, and the F50.In 2002, when a new period of dominance in Formula One was attained by Ferrari after many years of painstaking development, it was time once again to unleash a pure but streetable racing sports car to showcase all that Ferrari technology and style means.

HISTORY:Enzo Ferrari never intended to produce road cars when he formed Scuderia Ferrari (literally "Ferrari Stable", and usually used to mean "Team Ferrari", it is correctly pronounced [skuderia]) in 1928 as a sponsor for amateur drivers headquartered in Modena. Ferrari prepared, and successfully raced, various drivers in Alfa Romeo cars until 1938, when he was hired by Alfa Romeo to head their motor racing department. In 1941, Alfa Romeo was confiscated by the fascist government of Benito Mussolini as part of the Axis Powers' war effort. Enzo Ferrari's division was small enough to be unaffected by this. Because he was prohibited by contract from racing for four years, the Scuderia briefly became Auto Avio Costruzioni Ferrari,

which ostensibly produced machine tools and aircraft accessories. Also known as SEFAC (Scuderia Enzo Ferrari Auto Corse), Ferrari did in fact produce one race car, the Tipo 815, in the non-competition period. It was the first actual Ferrari car (it debuted at the 1940 Mille Miglia), but due to World War II it saw little competition. In 1943 the Ferrari factory moved to Maranello, where it has remained ever since. The factory was bombed by the Allies in 1944 and rebuilt in 1946, after the war ended, and included a works for road car production. Until Il Commendatore's death, this would remain little more than a source of funding for his racing operations. The first Ferrari road car was the 1947 125 S, powered by a 1.5 L V12 engine; Enzo Ferrari reluctantly built and sold his automobiles to fund Scuderia Ferrari. In 1988, Enzo Ferrari oversaw the launch of the Ferrari F40, the last new Ferrari to be launched before his death later that year, and arguably one of the most famous supercars ever made. From 2002 to 2004, Ferrari introduced the Enzo, its fastest model at the time, in honor of the company's founder: Enzo Ferrari. It was restricted to only the most wealthy automobile enthusiasts, however, as each one cost $1.8 million apiece. On 17 May 2009 in Maranello, Italy, a 1957 250 Testa Rossa (TR) was auctioned, by RM Auctions and Sotheby's, for $12.1 million a world record at that time for the most expensive car ever sold at an auction. That record is now held by a Bugatti Atlantic which sold for over $28 million.

IDENTITY:-

The famous symbol of the Ferrari race team is the Cavallino Rampante ("Prancing Horse") black prancing stallion on a yellow shield, usually with the letters S F (for Scuderia Ferrari), with three stripes of green, white and red (the Italian national colors) at the top. The road cars have a rectangular badge on the hood (see picture above), and, optionally, the shield-shaped race logo on the sides of both front wings, close to the door. On 17 June 1923, Enzo Ferrari won a race at the Savio track in Ravenna where he met the Countess Paolina, mother of Count Francesco Baracca, an ace of the Italian air force and national hero of World War I, who used to paint a horse on the side of his planes. The Countess asked Enzo to use this horse on his cars, suggesting that it would bring him good luck. The original "prancing horse" on Baracca's airplane was painted in red on a white cloud-like shape, but Ferrari chose to have the horse in black (as it had been painted as a sign of grief on Baracca's squadron planes after the pilot was killed in action) and he added a canary yellow background as this is the color of the city of Modena, his birthplace. The Ferrari horse was, from the very beginning, markedly different from the Baracca horse in most details, the most noticeable being the tail that in the original Baracca version was pointing downward. Ferrari has used the cavallino rampante on official company stationery since 1929. Since the Spa 24 Hours of 9 July 1932, the cavallino rampante has been used on Alfa Romeos raced by Scuderia Ferrari.

METHODS OF MANUFACTURING :Maranello, Italy Walk through the Ferrari factory towards the end of the working day its hours are like regular office hours, Monday through Friday and it can seem almost like youre in Willy Wonkas candy factory. On the line where they make V8-engined F430s, young workers in full Ferrari-red regalia circle around their work stations, smiles on their faces, and a tune whistling from their lips. Ferrari V-8 engines on stands awaiting testing. All engines are tested, and all cars are test-driven both on the test track and on local roads.

Most of the people working on the factory floor are in their 20s and 30s, as a whole chunk of older workers hired in the sixties retired recently, all at the same time. So as if building Ferraris wasnt enough, the whole place buzzes with a lot more energy than your typical car factory. Workers have decorated their stations with Ferrari stickers, Schumacher posters, and other automotive memorabilia; theyre free to wear what they want, but theyre all wearing something red. Because engines are installed at the back of the first assembly station, frontengine cars travel backwards down the line, while mid-engine cars face forward.

Each F430 stops at one of over 30 stations for half an hour, from which it goes from a painted shell (prepared in a state-of-the art robotized facility a few buildings away) to a fully-formed car. All of the installations are performed by hand. Fully-tested engine/gearbox combinations come from next door; convertible top mechanisms bolt in; customized seats and dashboards are inserted and finished. (V12 cars like the 612 Scaglietti and the 599 GTB Fiorano go down a similar line next to the V8 cars; for them, each station takes 58 minutes to complete.) The aluminum bodies for the 612 Scaglietti and the 360 Modena are built at Carrozzeria Scaglietti in Modena. Every car is hand-smoothed and hand-finished.

If you were to count up all of the possible colour and trim choices, all of the factory-installed options, not to mention the choices between 430 coupe or spider; 612 four-seater, or 599 two-seat GT, there are about four million ways to build a Ferrari. In the upholstery department, hides in twelve different colours are cut with a computerized machine that minimizes waste, and then are stitched together by hand. A cars entire interior from its steering wheel rim to its dashboard and door trim pieces travels on one trolley, with a specification sheet

indicating the colour of the leather, its style (stretched taut or gathered more loosely), the kind and colour of stitching, and the presence of any customized trim pieces, like carbon-fibre or aluminum inserts. Ferraris production process is, indeed, a curious combination of old-world craftsmanship and cutting-edge technology. Come up on the front entrance, and it looks like nothing much has changed since the factory was built after the Second World War: many of the original offices are still being used and the colour scheme is the same as it once was. But the further back you go, you find newer, more modern buildings that house brand-new equipment and use up-to-date techniques. The wind tunnel, for instance, was designed by famous Italian architect Renzo Piano; the adjacent building, where the road car development office is housed, features a second floor whose area is almost entirely covered by a reflecting pool, save for a couple of conference rooms. The paint shop is so automated its almost eerie: body shells work their way around inside it, first through a 360-degree anti-corrosion dip, then through various primer and paint processes before being baked. From the outside, there are no people visible anywhere in the shop as the candy-coloured bodies work their way through, and the robots move around them. A robot checks the dimensions of the body at 893 points. 50 percent of 612 Scaglietti bodies are checked; versus 10 percent of 360 Modenas (which has been in production longer).

Its the engine shop across the street, however, thats probably the most impressive. Spanning the area of several football fields, its staff numbers less than 100, and about 50 engines are produced each day. The entire building is bathed in natural light, and plant gardens are scattered across the shop floor, encircling the various meeting areas. Here, robots do the majority of the work, with very little human intervention, increasing not only productivity but precision as well. The best example is the set of machines that sets valve seats into engines. The seats are fed out of a hopper into a small tray that feeds a robot which drops the seats into a vat of super-cooled liquid, which shrinks its size by a tiny (but measurable) eight microns. Another robot grabs a section of engine and heats it up with a metal plate. Once the engine pieces are moved over to another station, the slightly-shrunken valve seats are inserted into the slightly-expanded engine blocks, and the whole combination is then soaked in cold water to fuse the pieces together. Its the combination of high technology modern processes and equipment as well as the attraction of the technology in the cars themselves and an oldfashioned family feeling that has consistently landed Ferrari on various lists of the best places to work in Europe. When the working day draws to a close, the floors of the old factory are a teeming mass of red-suited people, loud and boisterous and all of them in seemingly no rush to leave. For them, passion for the cars is what inspired the desire to work at Ferrari, but its the work environment itself that has kept them there.

COMPETITORS:Recognized by its rearing-stallion logo, sports carmaker Ferrari is up to speed, and then some. The Italian OEM eschews volume sales in favor of building its status brand around producing some 6,250 high-performance stylish sports cars a year, with a price tag starting at about $300,000. GT and sports models include the Italia, Scaglietti, California, and GTO. Ferrari's Formula 1 model brings a few select Ferrari drivers as close to a true racing experience as possible. Since 1947, the exclusive cars have been made in Maranello, Italy, the company's sole site, and sold through strategically selected dealerships. Fiat S.p.A. holds an 90% stake in Ferrari, Piero Ferrari, son of Ferrari's founder, owns 10%.

STRENGHTS & WEAKNESSES:Ferrari is by far the worlds most famous racing car producer that surprised the motor industry in terms of speed, performance and reliability. Ferrari stands out as the leader of Italian auto manufacturers industry, and till today represents the finest of Italian craft in the mechanics of auto propulsion. Ferrari is claimed to be a purpose-built race car which features exceptional performance. Ferrari has emerged superbly as a very strong Brand with least flaws. The only factor which probably acts to its disadvantage is that, the strategy of catering to the very elite class of millionaires has no doubt added to the brand value of the product but also restricts the sales. Having already notched out a mark for itself, probably the time is right to introduce a more economically viable category, to fulfill the millions of dreams of owning a Ferrari. The other drawback is that since its such a high-end brand, and no two Ferraris are known to be alike, it makes it clients want and wait for their dream car.

TYPES OF PRODUCTS: SUPERCARS: The company's loftiest efforts have been in the supercar market. The 1962 250 GTO may be considered the first in the line of Ferrari supercars, which extends to the recent Enzo Ferrari and FXX models.

 CONCEPT CARS AND SPECIALS:Ferrari has produced a number of concept cars, such as the Ferrari Mythos. While some of these were quite radical (such as theFerrari Modulo) and never intended for production, others such as the Ferrari Mythos have shown styling elements which were later incorporated into production models. The most recent concept car to be produced by Ferrari themselves was the 2010 Ferrari Millechili.

A number of one-off special versions of Ferrari road cars have also been produced, some of which have been commissioned by wealthy owners. One of the examples is the Ferrari P4/5. The Special Projects program is a collaboration by Ferrari with Italian automobile coachbuilders such as Fioravanti, Pininfarina, andZagato to build custom cars using selected Ferrari models as a structural base. The first car under this program is the SP1, commissioned by a Japanese business executive. The second is the P540 Superfast Aperta, commissioned by an American enthusiast. BIO-FUEL AND HYBRID CARS:Ferrari has considered making hybrids. A F430 Spider that runs on ethanol was displayed at the 2008 Detroit Auto Show. Ferrari has announced that a hybrid will be in production by 2015. At the 2010 Geneva Motor Show, Ferrari unveiled a hybrid version of their flagship 599. Called the "HY-KERS Concept", Ferrari's hybrid system adds more than 100 horsepower on top of the 599 Fiorano's 612 HP.

SUGGESTIONS:I can suggest that Ferrari cars are the best cars in today world market because of its speed,durability,style,etc its a dream of every individual to have the pleasure and experience of Ferrari cars. While Ferrari Cars are costly, hard to maintain, and difficult to find with an appropriate price tag.

CONCLUSION:Ferrari, the name itself makes a picture of Sports in our mind. This attitude is both a boon and bane for Ferrari. On one side it is this feeling of Sports which attracts people but at the same time compelled the company to restrict itself in launching any low-end car under Ferrari brand in Italy.Ferrari Cars are the best cars in todays world market because of it speed, style, durability, etc. Ferrari Cars has got a good brand image in world market.