The Globe and Mail

Go to the Globe and Mail homepage

Jump to main navigationJump to main content

A Ferrari 250 LM, 1964, vintage sport car is seen during the press day of the exhibition 'The Art of the Automobile, Masterpieces from the Ralph Lauren Collection' at Les Arts Decoratifs Museum in Paris April 27, 2011. Fiat Chrysler Automobiles announced Wednesday it will spin off sports car maker Ferrari into a separate company, a move to unlock the luxury brand’s value and distinguish it from its mass-market parent.
A Ferrari 250 LM, 1964, vintage sport car is seen during the press day of the exhibition 'The Art of the Automobile, Masterpieces from the Ralph Lauren Collection' at Les Arts Decoratifs Museum in Paris April 27, 2011. Fiat Chrysler Automobiles announced Wednesday it will spin off sports car maker Ferrari into a separate company, a move to unlock the luxury brand’s value and distinguish it from its mass-market parent.
(CHARLES PLATIAU/Reuters)

End of an iconic brand: Can Ferrari preserve legacy with U.S. listing?

ERIC REGULY

LONDON — The Globe and Mail

Published

Last updated

Would you buy a Chinese Rolex? Or a Japanese Gucci handbag? How about an American Ferrari?

Ferrari is the most Italian of Italian luxury products. Every ounce of its sculpted steel is imbued with the DNA of Enzo Ferrari, the racing-mad genius from Modena who turned his creations into rolling industrial art that won the hearts of rich Italian playboys and Formula 1 racing fans alike.