The Tamesis
Fashion: When you look at other things you’ve designed, they’ve become ubiquitous. But Ferrari exclusive. Can this kind of design be democratized? Do you think it will impact other companies in the automotive industry, like Apple? Or do you design for exclusivity in a different way?
Jonny: My attitude has changed over the years. In the past, if we were developing something like a phone or a watch and it was copied, my reaction might be a little childish and it would feel like a theft. I think now, as we get older, when you do something, you realize that the impact is going to be far beyond the specific product you’re making. We do believe that some of the principles and themes and things that we discovered, I actually hope they have an impact beyond this car.
mark: [Ferrari is] That’s a great place to start, right? We start at the top of the pyramid. I do a lot of work in the so-called luxury industry. This is controversial in many ways, but one thing I can say is that it’s always the best place to start: working with people who execute the idea correctly.
Flavio: I think Ferrari’s process is very different from other brands. There is a team spirit among all departments. Other brands often conduct so-called clinical tests to see whether a new car’s design is popular with a specific group of potential customers. We never do this. We believe that as a team we can understand what a new product should be based on goals such as performance. Every time, we must [outdo] Previous performance has surprised our customers. It’s a symbiotic relationship within us that helps us all define the character of new products. Basically, we invest in it and we believe it will be successful.
Jonny: What focus groups usually do is make sure you don’t offend anyone. They are never inspiring. As designers, our job is to try to figure out the future. It’s unfair to ask consumers “What do you want?”
Flavio: We try to avoid any homogeneity. Each product must be different and certain trends must be anticipated. As Ferrari we have to be ahead of everyone else.
mark: That’s why Ferrari does what it does and others will infer it.
Jonny: I think it’s good to point out and remember that this is an uncomfortable place to be. To have courage, you are vulnerable. i think of john [Elkann, chair and CEO of Exor, the holding company that owns a stake in Ferrari] and Benedetto. This is easily overlooked and their courage, support for this project and our direction, belief and determination to make it happen is so important.
mark: I think that extends to the fact that we’re asking people like you who are not from the traditional automotive industry. I think it’s also an expression of doing things in a slightly different way, more adventurously. It’s another way for us to understand what we’re doing – a bigger picture, a bigger snapshot, a way that involves a larger cultural context.
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