Ferrari Exhibition In China

Ferrari is giving the Chinese customer and fan another nice treat with the opening of its Myth exhibition in Shanghai.

The exhibition covers an area of 900 square metres and will be open to the public for three years. Its aim is to introduce the Chinese people to Ferrari and allow them to experience at first-hand to the history, cars, technologies and passion of the Prancing Horse, thereby further consolidating the already strong links between the Italian marque and this nation. The ultimate goal is to increase the brand’s popularity even further and score more sales.

Ferrari has also introduced a series of customer experience projects for Ferrari owners in China which include the Corso Pilota professional driving course, the Ferrari Owners’ Club and the Ferrari Asia Pacific Challenge.


Ferrari press release:

“For millions of people around the world, Ferrari represents the pinnacle of Italian culture,” declared Piero Ferrari. “It is a symbol of passion, success and the constant pursuit of excellence. It has always been our wish to share Ferrari’s unique history and culture with the people of China who have shown great affection for the Prancing Horse and with whom we share core values such as respect for tradition and a tenacious spirit of innovation.”

China is now a key market for Ferrari and, significantly, this is the first time the company has organised such a long-term, broad-ranging exhibition outside of Italy. The latter will also be continually updated throughout its run to document the ongoing evolution of the company and its products.  The Ferrari Myth exhibition is designed to introduce visitors to the marque’s past, present and future. It centres around the factors that make it so unique with a focus on also the challenges of reducing fuel consumption and emissions.

In its first 12 months, the exhibition will be divided into five areas: Ferrari in China, Green, Product, Design and Racing. The text, images and videos on display, as well as the large number of priceless objects that have been brought in from the Ferrari Museum in Maranello, will provide a vivid depiction of Ferrari’s glorious history. The centerpiece of the exhibition is made up of 5 eye-catching Ferraris that were selected for their special significance: the 348 TS as the first Ferrari to enter the Chinese mainland market, a 275 GTB4, a 365 GTB4 Daytona; the 750 Monza sports prototype and the FF, Ferrari’s first four-seater four-wheel drive model.

Ferrari’s commitment to tackling future technological challenges and to developing efficiencies is symbolised by the HY-KERS system which combines a traditional Ferrari V12 engine with two electric motors. Also present is a scale model of Ferrari’s “green” campus in Maranello which boasts ultramodern infrastructure inspired by the Formula Uomo programme. The factory itself is now also completely self-sufficient in terms of energy production thanks to a trigeneration plant (electricity, hot and cold water) powered by natural gas. The technological innovations that have made history not only in Ferrari but in the world automotive industry as a whole are also featured. These include transmissions system evolutions ranging from the introduction of the famous F1-style gearbox with steering wheel-mounted shifting paddles all the way to the FF’s 4RM four-wheel drive system. Also on display is a series of Ferrari’s high tech steering wheels with their growing cluster of controls, another example of the transfer of technology from the track to the road. Our racing heritage is represented by two Formula 1 single-seaters and a simulator in which visitors can experience the exhilaration of a fast lap of the Monza Circuit.

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