CMF & Prototyping
3 months
Ferrari x IDEO
The Challenge
This project explored what the Ferrari brand means to vehicle owners and potential buyers, what role the vehicle key should play, and how a new key design and the experiences associated with it might best enhance the overall Ferrari ownership experience. This work informed the latest key design for the Ferrari Roma.
The Outcome
The entire purchasing experience was explored, and the design of the new Ferrari key was informed. Upon ordering a vehicle, customers receive an amuleto with a stone insert. A reference to the pink marble step in the entryway of Enzo Ferrari’s home in Modena, this feature reinforces a sense of having joined the Ferrari family. Since Ferrari ownership is typically preceded by up to 18 months of anticipation, the amuleto is a powerful reminder of the coming vehicle. During the final design review, the team was humbled and proud when receiving positive feedback from Ferrari’s top management.
Recognizing the importance of the Ferrari mark, Ferrari ultimately selected this concept for refinement. In addition to elegantly representing the brand, the concepts had to accommodate remote operation features and emergency key access functionality.
Leveraging quality materials associated with Ferrari vehicle interiors and exteriors, the key is a tangible touchpoint to the Ferrari brand. It conveys personalized information about an owner’s specific vehicle model.
