For The Love of Red, Ferrari strengthens community ties

Ferrari's fabulous lineup at the ongoing Auto Guangzhou 2016 reflects its strong growth in China. During the first nine months of 2016, Ferrari experienced steady growth in the country, with deliveries leaping to 418 units, a 19 percent year-on-year increase. Photos provided to China Daily

Consumer perceptions of a brand can often be created as a result of high-profile, negative incidents.

In particular, many car brands suffer from the behavior of their car owners.

Ferrari is no exception. Even though it is recognized as one of the most powerful brands in the world, it has suffered in China from accidents or other poor behavior by its drivers.

However, behind the scenes, Ferrari has been quietly building a strong corporate social responsibility program which goes beyond strengthening the brand and is intended to genuinely help society.

In an effort to demonstrate its commitment to China, Ferrari introduced The Love of Red, a four-pillar CSR program, Matteo Torre, president and CEO, Ferrari Greater China, explained in a recent interview.

These philanthropic efforts by the Prancing Horse cover environmental care, education, safe driving and social welfare, building on existing activities.

Celebrating 70 years next year, Ferrari China's contribution to social impact activities in China is already more than 14 million yuan ($2 million) every year as part of its commitment to being a responsible corporate resident in the local communities where it operates.

Supporting government campaigns to make China's roads safer, Ferrari China has introduced a complimentary one-day Pilota Intro Course for all new Ferrari owners.

Building on this, in September 2016 in collaboration with various public channels, Ferrari invited its official instructors to help to improve awareness of driving safety and safe driving skills among the general public. This effort promotes the safety of all drivers in China.

In addition to safe driving education, Ferrari China is also committed to improving auto industry education levels.

This March, Ferrari China strengthened its cooperation with Tsinghua University when it entered into a partnership to assist the education of the next generation of top professional leaders in the Chinese automotive industry.

This scholarship not only provides financial support, but also exclusive work placement opportunities at Ferrari.

The sports carmaker's groundbreaking partnership with Tsinghua University will enable the company to make a small contribution by fulfilling the dreams of the next generation.

"Making dreams come true is what Ferrari is all about, and this will continue," said Torre. This strategic partnership to create Tsinghua-Ferrari Scholarships will help China's youth to embrace a "a world of dreams and emotions".

The Prancing Horse has also teamed up with Make-A-Wish, a nonprofit organization that makes the wishes of children with life-threatening medical conditions come true and enriches their lives with hope, strength and joy.

Starting in 2012, Ferrari was the first luxury automobile brand to offset its carbon emissions by planting trees when it collaborated with Jane Goodall's nonprofit organization to support the Million Tree Project.

Based in the Inner Mongolia autonomous region, the project focuses on protecting land from soil erosion by planting trees. To date, Ferrari has planted 111,267 trees in Inner Mongolia.

Ferrari continues to be the leading luxury auto brand both globally and in China, and it is committed to operating its business in a responsible way. Therefore, its CSR efforts will continue to be a core part of its business platform.

During the first nine months of 2016, Ferrari experienced solid growth in China, with deliveries leaping to 418 units, a 19 percent year-on-year increase. This compares with industry figures for the average high-end automobile market of 10.8 percent during the same period.

Torre is confident about the brand's leading position, and promised Chinese customers new models and tailored editions.

Demonstrating his confidence, Torre said: "More and more luxury brands are entering the Chinese market and intensifying the competition. However, Ferrari will not let its unique leading position be surpassed."

Torre believes the Chinese luxury market is still in its infancy and offers huge potential. At the same time, Ferrari's deliveries in the Chinese mainland, Hong Kong and Taiwan contributed 10 percent to the global volume.

Through its 23 dealers, the luxury sports carmaker has been bringing in one new model to the Chinese market every year.

Ferrari's future in China is looking bright: "2017 heralds a new chapter for Ferrari as we celebrate our 70th anniversary," Torre promised. "In order to make the event memorable for all Ferrari enthusiasts, we will repeat part of our successful 2005 15,000 Red Miles tour," he added.

haoyan@chinadaily.com.cn

(China Daily 11/21/2016 page19)