Starting this year, Ferrari's new cars will be introduced to Korea with greater speed. With Ferrari Korea, launched late last year, beginning full-fledged operations, an organic cooperation system with the headquarters in Maranello, Italy, has been established. The brand's first electric vehicle, "Ferrari Elettrica," is expected to debut as early as this year. Ferrari's sales and service network in Korea is also set for full-scale expansion.
Benedetto Vigna, Ferrari's chief executive officer, and Francesco Bianchi, head of Ferrari's Far East and Middle East region, said in a written interview with ChosunBiz, "With the establishment of Ferrari Korea, we have built an even closer cooperation system with Maranello headquarters, and we will work to present new cars to Korean customers as quickly as possible in line with the global launch schedule."
According to Ferrari Korea on the 16th, Ferrari set up Ferrari Korea in October last year as a joint venture with FMK, the auto sales affiliate of Hyosung Group. It is the first time in about 20 years since Ferrari began official imports to Korea in 2003. Ferrari Korea oversees brand operations in the country. It is in charge of vehicle import and certification, pricing, inventory and logistics, marketing and communications, and dealer network development. FMK, which had served as the general distributor handling Ferrari's import and sales, will operate showrooms and focus on services such as vehicle sales and maintenance.
On why the joint venture format with FMK was chosen, Bianchi said, "It is to respect the strong partnership with FMK, which has helped lead Ferrari's success in Korea over the past several years, and to create synergy based on their experience and know-how," adding, "This change aims to deliver an even stronger brand experience." Pricing policy and vehicle supply will be run consistently under Ferrari's global standards, and the direct link to Maranello headquarters will enable faster and more efficient support.
◇ "Ferrari Elettrica will offer Korean customers a new experience"
The direction for the future Korea lineup also reflects this cooperation system. Bianchi said, "The sales strategy for hybrids and pure EVs in the Korean market is the same as the global strategy to expand customer choice," emphasizing, "The soon-to-be-unveiled 'Ferrari Elettrica' will deliver a new experience to Korean customers, imbued with Ferrari's unique emotion and performance."
Ferrari Elettrica is Ferrari's first pure electric vehicle and is set to launch in the global market in the first half of this year. It delivers up to 1,000 horsepower and has a top speed of 310 kph. It is a high-performance sports car that takes just 2.5 seconds to go from a standstill to 100 kph.
The battery is supplied by SK On. It can travel 530 km on a single charge. Ferrari Elettrica is expected to be released in the Korean market within the year.
Vigna said, "The most important thing is that, regardless of which powertrain (engine) is chosen, the essence does not change: every Ferrari stimulates the driver's emotions and delivers a thrilling driving experience." Regarding Ferrari Elettrica in particular, he said, "It will deliver a completely new level of driving pleasure," adding, "Thanks to active electronic control systems, the car's perceived weight will feel lighter than 2 tons, and you will be able to experience 'real' sound created by the natural vibrations of the electric powertrain (engine)."
Starting with Ferrari Elettrica, a large number of electrified models are expected to be introduced to the Korean market alongside internal combustion engine cars. Bianchi said, "In line with the 2030 lineup plan (40% internal combustion, 40% hybrid, 20% electric), we will closely assess customer preferences and market trends in Korea and provide a balanced offering of each powertrain model."
Investment is also underway to increase customer touchpoints. Bianchi said, "The establishment of Ferrari Korea demonstrates Ferrari's confidence in the Korean market's growth potential and rising customer demand," adding, "We will actively consider and invest in expanding the sales and service network to improve customer accessibility." Ferrari currently has three showrooms in Korea—Seoul Cheongdam and Banpo, and Busan—and three service centers in Seoul Seongsu and Banpo, and Busan.
They also outlined tasks Ferrari Korea must undertake. Bianchi said, "The new head of Ferrari Korea must successfully anchor Ferrari's global vision and strategy in the Korean market to dramatically elevate brand value and customer experience," adding, "The top priority is to build a stronger, more emotional link between the Korean market and Maranello (headquarters), and it is also necessary to develop and execute tailored strategies and services to meet the high expectations of Korean customers."
Vigna also urged Korean consumers to look forward to what Ferrari will introduce in the future. "While upholding our founder's belief of selling one car fewer than the market demands, Ferrari will present unique products that combine cutting-edge technology and craftsmanship," Vigna said. "Most importantly, regardless of which powertrain is chosen, the essence that every Ferrari stimulates the driver's emotions and delivers a thrilling driving experience will never change."