It's Not Wise to Avoid Criticism

Recently an article was posted by two very reputable publications.  They identified the immense criticism of the new Ferrari F80.  I think it's important to say things didn't start out that way.  When the F80 was first announced it came out with fanfare and celebration.  Buyers identified the potential of the car and celebrated it.  That is until it was heard at Finali Mondial in Imola.  Suddenly social media turned on the new vehicle for its sound and appearance, which of course lead to the "over-priced" moniker.  Their response?  "The criticism will fade over time." 

Let's be honest, critics are nothing new.  For every new car that comes out, there's someone that questions it and says it's not their thing.  You can't please everyone all the time and only some of the people, some of the time.  So usually it's taken with a grain of salt, but usually that's followed by a hail of vindication by purists and buyers alike and the few unruly critics are quickly silenced.  If I remember correctly, I fought for the value of the Testarossa way back as it seemed to redefine Ferrari.    

What is different here is that not all that criticism is coming from critics.  It's coming from buyers and enthusiasts alike.  The new black line on the nose was criticized on the 12cilindri and still it continued.  The 296 move to hybrid with a turbo 6 cylinder was criticized and now it continues.  This continued move repeating things people criticize is at some point will be a big mess that can no longer be swept under the rug. 

It's apparent that the new designs are coming from what is now an in-house feature instead of the old Pininfarina coach building.  As the brand finds its footing, its buyers will continue to question if the path forward represents the brand they bought into and that's a good thing.  We need that input.  These are limited number vehicles and their identity as race cars, just as much as the rosso corsa defines Ferrari.  So buyers who have been with the company from 50 years to 5 minutes, expect it and if they see the line bend, they're going to question it.  

It's something I learned from being a former movie critic, a position I'm happy to have left behind.  Movies of today do not do well under criticism.  They tend to blame the viewer and that sort of thinking is reductive.  It leads to lesser sales and lesser audience.  That's coming from an industry that tries to appeal to everyone that nets billions in sales.  So when you have a vehicle that won't make more than a 1,000 examples I think it's important to listen to any scrutiny from anywhere and take it to heart.  Maybe even implement change slower, if not at all.  Appreciate people who give you constructive criticism.  Why?  Because they're saying they care about you and if they get to loud they can move the needle.  The only way they get to loud is when you ignore them.

What the buyers fear is that all that criticism from the 296, the SF90, the 12Cilindir and finally the F80 is just the first snowflake in a coming avalanche that will force them to go elsewhere to get their performance fix.  They're worried the car they love will no longer represent them and if it doesn't, who will?

I think it's important to understand that Ferrari is not alone.  Every big supercar, exotic and luxury brand are feeling the pinch with upcoming changes.  Some have faired better than others, but the results have not been productive and buyers are becoming more and more like those movie-goers, expecting failure.  If brands are to survive this new dawn they'll need to address those feelings.  If not they may see what many are seeing.  Buyers finding something else.  

Me personally, I like having an open mind to these new vehicles, but I realize that I'm an early adopter.  That I'm not constrained to one model or another.  My input is simple.  Do what works.  That being said, if it's proven that it doesn't work, that buyers aren't on board and I see my beloved supercars taking a hit like I've seen so many then I could change my tune very easily.  Ferrari is, for me at least, the last bastion of hope.  The one hold-out that has tried to stick to its nature, even in the face of change.  So my hope is that it will listen to its critics and reward its buyers with loyalty in the same way Ferrari has asked loyalty of them.