Ferrari
Ferrari in my opinion is a company that right from the beginning was "build to last"(1), it was built to be the best in Europe. It's founder Enzo Ferrari was driven to develop the best (fastest) sports car possible not the most profitable. He was a clock builder, not a time teller so he developed traditions, he always wanted to be in the leading edge of automotive development; being a pioneer. That is why "so much of what Ferrari established and where it was begun continues"(2) today in Modena, Italy. He developed an internal drive that is crucial for company's success throughout the test of time and competition from other companies. Like all the visionary companies that I know, Ferrari also had it's problems but Luca Cordero Di Montezemolo"the man who saved Ferrari"(3) and this internal drive played an intense role in the transformation and the reconstruction of this once deeply troubled auto maker in to a European visionary company. Ferrari in my opinion has changed the Italian economy forever. They were the ones that stimulated all the automotive competition we have today in Italy, and they are the reason the Italians today are known for their beoutiful automobiles.It all began in Europe, more precisely in Modena, Italy
12 Business Week March 8,1999 pg 75 "Over time, cultural norms must change; strategy must change; products lines must change; goals must change; competencies must change; administrative policies must change; organization structure must change; reward systems must change. Ultimately, the only thing a company should not change over time is its core ideology-that is, if it wants to be a visionary company."(13) If the engine is behind you in an F355, it is a v-8, a configuration first used by Ferrari more than 40 years ago. If it is up front in a 456 GT 2+2 or 550 Maranello, it is a v-12. This is what stands a European visionary company apart, the traditions that never changed over time, the internal drive of Enzo Ferrari that passed over generations of CEO's. Ferrari today is a pioneer in the European automotive industry that attracts the passion of all the car lovers around the world. Ferrari has also stimulated the Italian economy forever by increasing competition between car manufactures in the domestic and racing industry. Commitment was the word, and it still flows from the vision and energy of one man: Enzo Ferrari. "The beauty of the company's tradition is that so much of what Ferrari established and where it was begun continues"(5). The roots are in Modena, Italy, and if you walk the streets of its central district today, you will see that remarkably little has changed. All this is as it has been for many years, and you can see the tradition in the newest Ferraris. The Pininfarina styling that simultaneously appeals to your highest sense of art and design, and to the fire that glows inside you. Look at the gauges, grip the shift lever in its metal gate, smell the leather upholstery...its all part of that Ferrari history of the tradition, commitment and energy of one man Enzo Ferrari. The man with a lifelong passion for wining European races, and from the thousands of races Ferrari has won, they have developed the knowledge and expertise to build cars that not only out-perform any others on the grid, but also excite and attract. This does not happen with competition. Companies such as Maserati, Lamborghini, Acura and McLaren have yet to show the stay
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Approximate Word count = 1469
Approximate Pages = 6 (250 words per page double spaced)
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