Ferrari, the iconic Italian automaker, is scaling back customer customization options in an effort to safeguard its brand identity and protect the value of its vehicles. The move, confirmed by CEO Benedetto Vigna in an interview with The Telegraph, reflects the company’s growing concerns over personalized designs that deviate from its storied heritage.
“We will not make a strange car, for sure,” Vigna said, signaling Ferrari’s intent to maintain a level of exclusivity and consistency in its lineup. The decision comes as Ferrari grapples with a delicate balance: offering personalization to elite clientele while preventing modifications that could harm the brand’s prestige.
Customization has been a lucrative business for Ferrari, accounting for 20% of its revenue last year. However, extreme personalizations—such as unconventional color choices or outlandish interior designs—have raised concerns about their impact on resale value and the perception of Ferrari’s exclusivity.
To address this, the company plans to impose stricter controls on paint colors and bespoke configurations. The legendary automaker has long refused to produce pink cars, and it appears additional restrictions could be on the horizon. While owners can still modify their Ferraris through aftermarket channels, those who take customization too far may risk being blacklisted from future purchases.
Ferrari’s enforcement of brand standards is not new. The company previously sent a cease-and-desist letter to DJ Deadmau5 after he wrapped his 458 Spider in a meme-inspired design. Likewise, pop star Justin Bieber was reportedly banned from purchasing new Ferraris after altering his car’s appearance and attempting to auction it off without notifying the company.