En Route to the Luxury Electric Vehicle Market : Ferrari's Delayering and Sonic Branding / Arpita Agnihotri, Saurabh Bhattacharya.

Format:

Book

Author/Creator:

Agnihotri, Arpita, author.

Bhattacharya, Saurabh, author.

Series:

SAGE business cases.

SAGE business cases

Language:

English

Subjects (All):

Branding (Marketing).

Strategic planning.

Physical Description:

1 online resource.

Place of Publication:

London, England : SAGE Publications: SAGE Business Cases Originals, 2025.

Summary:

In March 2024, Ferrari CEO Benedetto Vigna announced the company's foray into the electric vehicle (EV) segment with the promise of the same "unique" experience as its historic combustion engines. This unique experience included mimicking the sound of its traditional combustion engine with Ferrari's EVs. As electric cars were silent, Vigna decided to add artificial sound to EVs, commonly called sonic branding. However, there was skepticism about whether the artificial EV sound would entice Ferrari fans in the same way as the combustible engine sound. How could Ferrari ensure the emotional appeal of its EVs? There were also concerns about hiring Vigna, whose background was in the semiconductor industry, not the automobile industry. In addition to his sonic branding decision, Vigna observed there were too many silos at Ferrari creating too much distance between the CEO and the employees at the bottom of the company. Accordingly, he implemented a flatter organizational structure that contributed toward raising Ferrari's worth, which became more than Ford Motor Company or General Motors combined, despite selling just a few thousand cars yearly. Would Vigna's organizational delayering and sonic branding help Ferrari sustain its customer base and profits?.

Notes:

Description based on publisher supplied metadata and other sources.

ISBN:

9781071982020

1071982028

OCLC:

1483992650