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Italian luxury car manufacturer Ferrari has reshuffled its management team and appointed Carla Liuni as chief brand officer effective September 1, 2022.
Benedetto Vigna, Ferrari’s current CEO, said in part after the appointment that “It is increasingly essential to be able to build and maintain a relevant brand identity that resonates with our community and reflects the world we live in. Carla has the experience, leadership and skills to protect and maintain our brand as it grows. We are thrilled to have her join us” .
Formerly marketing and communications director at Bulgari and, more recently, marketing director at Pandora, she will soon take on several missions at the horse-drawn car brand.
Indeed, her main mission will be to perpetuate the brand’s heritage while at the same time ensuring its image among the next generation.
“Ferrari is one of the most ambitious brands in the world, it is an icon and a symbol of Italian excellence” and is honored “to continue to build the undeniable heritage” of the label while ensuring its “relevance for future generations” underlines Carla Liuni.
The appointment is notably the latest step in a top management reshuffle undertaken earlier this year by Vigna to streamline the company’s structure.
Vigna’s goals for Ferrari
In fact, since Benedetto Vigna took office nine months ago, he has revealed a change in direction for the company as well as a positive economic outlook.
The main objective that promises to be a challenge for Ferrari and luxury carmakers in general: the electrification of their vehicles. Although it has already introduced four hybrid models, Ferrari promises its first fully electric car by 2025.
In the future, according to the European Parliament, electric vehicles will be the only ecological alternative that will be allowed to run in the EU – with some exceptions. This forces carmakers to seriously consider redesigning their businesses and start developing electric models.
Moreover, this decision comes in conjunction with the revelation of Vigna’s economic forecasts for Ferrari between 2022 and 2026.
The car manufacturer, which saw its sales grow by 17.3% to €1.18 billion in the first quarter of 2022, seems rather confident about the future. In the strategic plan 2022-2026 which was revealed by the CEO on Thursday, June 16, it is displayed a strong increase in turnover and other values.
The latter is targeting a turnover of 6.7 billion euros in 2026, far exceeding the revenue of about 4.8 billion euros expected this year. Also, investments are expected to reach 4.4 billion euros over the period 2022-2026, of which 40% will be dedicated to hybrid car products and 35% to fully electric vehicles.
Finally, over the period 2023-2026, Ferrari has announced to unveil fifteen new models.
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Italian luxury car manufacturer Ferrari has reshuffled its management team and appointed Carla Liuni as chief brand officer effective September 1, 2022.
Benedetto Vigna, Ferrari’s current CEO, said in part after the appointment that “It is increasingly essential to be able to build and maintain a relevant brand identity that resonates with our community and reflects the world we live in. Carla has the experience, leadership and skills to protect and maintain our brand as it grows. We are thrilled to have her join us” .
Formerly marketing and communications director at Bulgari and, more recently, marketing director at Pandora, she will soon take on several missions at the horse-drawn car brand.
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Italian luxury car manufacturer Ferrari has reshuffled its management team and appointed Carla Liuni as chief brand officer effective September 1, 2022.
Benedetto Vigna, Ferrari’s current CEO, said in part after the appointment that “It is increasingly essential to be able to build and maintain a relevant brand identity that resonates with our community and reflects the world we live in. Carla has the experience, leadership and skills to protect and maintain our brand as it grows. We are thrilled to have her join us” .
Formerly marketing and communications director at Bulgari and, more recently, marketing director at Pandora, she will soon take on several missions at the horse-drawn car brand.
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