Sunday, 10 May 2009
Forza Ferrari?
Such has become the fractious nature of relations between Ferrari and the FIA, that rumours have started suggesting that the famous Italian marque will withdraw from F1. Indeed, some commentators are already asking: could F1 survive without Ferrari? Why is there a need to ask such a question when teams, including Alfa Romeo, Lotus and Honda, have come and gone without significant effects on F1? Is Ferrari really so important to the sport? To its global strategy? To the F1 brand? Does the suggestion that the team will withdraw point to fundamental weaknesses in the core product, the tangible product and/or the augmented product that F1 has to offer? In which case, does the internal relationship between the FIA and Ferrari need to be reconfigured? Who is the customer in this relationship, the FIA or Ferrari? And should this customer be king? Ultimately, will power politics actually be the determinant of whether or not Ferrari leaves the sport, rather than the strategic or marketing intentions of either party?
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