Has the Prancing Horse Lost Its Way?
If you spend too much time thinking about Ferrari’s current lineup, you could be tempted to think so. Its serial production cars include the twin-turbo V-8 PHEV SF90, twin-turbo V-6 PHEV 296, naturally-aspirated 12Cilindri, twin-turbo V-8 Roma, and the naturally-aspirated V-12 Purosangue, which is a four-door SUV. What in the name of Enzo Ferrari is happening? Oh, and the storied Italian automaker will reveal its first fully electric vehicle in the last quarter of 2025.
However, why worry? A Ferrari should be experienced or lusted after. Even between legends like the Enzo, F40, and Testarossa, one of them must excite a gearhead. Moreover, Ferrari knows exactly what it’s doing. CEO Benedetto Vigna described Ferrari as having the “passion of a startup, 77 years going” at the e-building’s inauguration on June 21st. This passion is how Ferrari continues to appeal to its discerning clients, and the new facility is central to delivering on that promise.
What Is the E-Building?
Ferrari is on a mission to go carbon-neutral by 2030, and the e-building is the catalyst to achieve that goal. The $200,000,000 investment recovers over 30,000 square miles of previously developed land at its headquarters in Maranello. It will require 300 employees to operate, 200 of whom will be new hires. While “electric” comes to mind, the “e” also stands for energy, evolution, and environment.
The innovative roof is lined with 3,000 solar panels that harvest 1.3 megawatts of power, representing approximately 10 percent of expected energy requirements. Although 10 percent might not seem significant, when combined with rainwater recycling for irrigation and restroom facilities, as well as a commitment to switch to certified green energy by the first quarter of 2025, the e-building will cut CO2 emissions by 3,000 tons annually.
Designed by renowned Italian architect Mario Cucinella, the building is unlike any assembly plant before it. Massive floor-to-ceiling windows allow natural light to reduce the need for electric lighting. Green plants throughout the facility enhance the air quality, creating an inviting environment. Elevator carriages transport vehicles in various stages of assembly through clear glass towers, free of exposed cables or pulleys.
Indeed, there is no visible industrial essence, and before the Auto-Guided Vehicles (AGVs) and robotic arms were introduced, anyone would think this was a Silicon Valley tech space. Many assembly plants tend to resemble traditional factories, but the e-building is clean, bright, and welcoming. This reflects Ferrari’s commitment to valuing its workforce and creating a remarkable working environment.
Give the People What They Want
The new building supports not only Ferrari’s environmental goals but also its desire for innovation. At this facility, Ferrari will construct internal combustion engines (ICE), hybrids, and electric vehicles, alongside e-axles, inverters, and batteries. CEO Vigna indicates there are clients eager for EVs, yet unwilling to purchase from other brands until Ferrari releases one. Conversely, other customers still prefer traditional pistons and turbos, while some desire both options.
The AGVs and equipment implemented in the facility are designed to be versatile. For example, the flat AGVs transporting the chassis can accommodate various designs. Other assembly lines tend to stock specific components for each vehicle type; however, Ferrari optimizes workflow by using build carts for smaller parts that move alongside each vehicle. However, larger components, such as doors, are assembled in dedicated spaces and delivered by AGVs when needed.
While assembly takes place across two levels, storage for smaller parts is unobtrusively located on a third floor, maintaining the area’s organization. The multi-level design adheres to Ferrari’s tradition that no structure should exceed the height of the original foundry’s red smokestack, preserving the charm of Maranello. This efficient design enables Ferrari to utilize the production line continuously, expediting the market introduction of vehicles.
Future Proofing Ferrari
Chief Technologies and Infrastructures Officer Davide Abate highlighted how Ferrari aims to invest in its facilities every 20 years, ensuring adaptability for new technologies. Since the previous assembly line was initiated in 2007, this long-term vision demonstrates Ferrari’s commitment to innovation. While annual sales volume was under 7,000 units back then, it has increased significantly. The goal remains to produce high-quality, exclusive vehicles, benefiting from diverse powertrain options that enable Ferrari to cater to a broader market.
A significant improvement over prior facilities is the use of 3D imaging combined with ultra-wideband radar technology. Quality checks are performed at each critical point in assembly, such as the integration of the powertrain with the chassis and the installation of the instrument panel. Moreover, the UWB technology allows for precise detection of spatial tolerances and tracking of tools during assembly. Importantly, UWB antennas were embedded during construction to future-proof the building for potential technological advancements.
A Lesson for Everyone
The future is unpredictable, even for a coveted brand like Ferrari, which has an array of engaged customers influencing future offerings. They are uncertain about the proportions of EVs, hybrids, and ICE models that will be produced, but they are equipped to manufacture all types on the same line. Despite European Union mandates for zero-emission vehicles by 2035, CEO Vigna remains confident, suggesting “many things will change,” indicating Ferrari is prepared to evolve alongside shifting trends without abandoning combustion engines as long as there is consumer demand.
Vigna believes confidence in the future can lead to failure; however, he and the Ferrari brand maintain a proactive mindset. Instead of blindly committing to electric shifts, traditional automakers should take note of Ferrari’s methodical approach to prepare rather than gamble. Regardless of individual preferences for performance features, future Ferraris will be greener, quieter, and unmistakably Ferrari. Until then, its ongoing wins at the 24 Hours of Le Mans reinforce the case for performance hybrids.
