Wanna know more about ferrari

1. Information Technology @
Ferrari, S.p.A

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Overview
• Company overview (Nerissa)
• Role of information technology (Pier)
 F1
 Manufacturing
 Operations
• A global presence (Rick)

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Company Overview
• Ferrari who?
 Manufacturer of Italian racing cars and high-
performance sports cars
 Located in Maranello, Italy Emilia-Romagna region
 Manufacturing since 1946(?)
 Racing since 1929
 Employees (2003): 2968
 Sales(2003): $1,582.8 million
 Market share: < 1%

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Company Overview
• Founder – Enzo Ferrari (1898 – 1998)
 Worked for Alfa Romeo
 Scuderia Ferrari

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Company Overview
• History of the logo
 Italian WWI hero – Count Francesco Baracca
 Prancing stallion
 Yellow – the color of Modena, Enzo’s hometown
 SF – Scuderia Ferrari literally means “Ferrari Stable”
but is translated as “Team Ferrari”

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Company Overview
• Ferrari in the racing world
 Italian Races
 Alfa Romeo’s racing team
 Grand Prix
 Michael Schumacher

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Information Technology
• Formula 1
 Racing division governed by
International Automobile Federation (RIA)
 One of the most expensive sports in the world; teams collectively
spend > $2.8 billion to compete
 Extremely technology centric
 It all started with turbos in 1992…
 1/10th of second separates the winner from everyone else
 Strict rules over engine and car design encourage aggressive
technology investment for competitive advantage

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Information Technology
• Formula 1 is the focus of Ferrari’s technology investment
 Racing is Ferrari’s heritage
 Integration is a competitive advantage
 Ferrari only company that designs and manufactures both engine
AND chassis
 Car design cycle ≈ 9 months
 Design = 6 months
 Manufacture = 3 months
 Technology key to meeting timeframes!
 F1 technology then trickles down to commercial vehicles
 Paddle shifters, independent suspension, disc brakes…

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Information Technology
• Primary uses for information technology
 Telemetry
 Real-time collection/analysis of car performance during a race
 Over 500 different characteristics measured in real-time
 Design
 Engine
• Weight reduction
• Power (engines already produce > 800 bhp)
 Chassis
• Weight reduction
• Aerodynamics/Downforce

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Information Technology
• PTC
 CAD/CAM software
• Ricardo
 Dedicated CFD program for
engine flows
• CRF (Fiat Research Center)
 Data acquisition packages
• General Electric
 Commercial aircraft engine
operation new material
research
• Massachusetts Institute of
Technology
 Combustion research
• Shell
 Lubricants
• SKF
 Bearing technology
• AMD
 Data center
• Acer
 Workstations
Key Information Technology Providers

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A Global Presence
• Ferrari sells ≈ 4,300 high-performance
sports cars a year
 Prices $140,000 - $260,000
 To safeguard exclusivity and high value, the company has set
a self-imposed production limit
• Models
 F430
 Scaglietti

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A Global Presence cont…
• Beginning in 1979, the North American import
and distribution of Ferraris was handled by Fiat
SpA
 In 1990 Ferrari North America was established
 The company imports and distributes its vehicles from
Maranello, Italy
 The exports are done through a network of more than 300
sales and service centers in 45 countries

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Ferrari Clientele
• Ferrari's main markets are:
 United States
 Germany
 Great Britain
 Italy
 The countries of the Pacific area
 Switzerland
 90% of all production is exported.
 Total units sold worldwide: 6,099 (Ferrari 4,072, Maserati 2,027)
Major market sales in 2000
 The portfolio of orders taken by the dealership network is far higher
than the numbers of cars that Ferrari can actually deliver.

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Outsourcing
• Ferrari Outsourced Engine Development
 Ferrari and Tata Consultancy Services (TCS), Asia’s
largest software company, have concluded a deal
which calls for TCS to provide IT and engineering
services for the development of Ferrari’s Formula 1
racing car
 TCS solutions would include car electronics, safety,
aerodynamics, and troubleshooting

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Competition
• Ferrari’s are considered high-end luxury vehicles
• Main competitors
 Lamborghini
 Gallardo, Murcielago
 Porsche
 911 GT2, Boxter S, Carrera GT
 Aston Martin
 V12 Vanquish S, DB9, V8 Vantage

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References
• Car and Driver, Ferrari Outsource Some Engine Development,
http://www.caranddriver.com/article.asp?section_id=30&article_id=8966&page_number=1
• Car and Driver, Lamborghini readying for a run at Ferrari for U.S. market dominance,
http://autoweek.com/article.cms?articleId=2696
• Car and Driver, Fiat Juggles Maserati and Ferrari Brands
http://www.caranddriver.com/article.asp?section_id=30&article_id=9233&page_number=1
• Autoweb, Consolidated Results for Ferrari S.p.A. Group
http://autoweb.drive.com.au/cms/A_53935/newsarticle.html
• Ferrari.com http://ferrari.com/FWorld/fw/index.jsp
• Howstuffworks.com, How Enzo Ferrari Works, http://auto.howstuffworks.com/enzo1.htm
• Hoovers.com, Ferrari SpA http://www.hoovers.com/ferrari/--ID__59581--/free-co-factsheet.xhtml
• Nationmaster.com, Ferrari, http://www.nationmaster.com/encyclopedia/ferrari
• Consolidated Results for Ferrari S.p.A Group
http://www.maserati.org.au/notebook/MASERATI/masernews/maspg34_0501.html
• http://www.andersoneconomicgroup.com/Pubs/autodata_releases/111004/111004auto.htm

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Questions?