Ferrari Says No To Autonomous Driving
If you want to own a Ferrari, you’re going to have to drive it yourself.by Robert Moore, on
The hope for Autonomous cars has taken the world by storm, and it’s only getting worse as technology evolves and semi-autonomous features continue to show up in regular production cars. Just about every manufacturer out there has laid plans to have a self-driving car by the end of the decade, but there is at least one company that hasn’t gotten lost in all the autonomous-car hype. And wouldn’t you know it, it had to be Ferrari.
In an interview with TopGear at the Geneva Auto Show, Ferrari’s CEO, Sergio Marchionne, was asked if there will ever be a self-driving Ferrari. His response was brief and dramatically to the point when he responded with "Over my dead body." So, there you have it. If you were hoping to get your hands on a Ferrari that drives itself anytime soon, nothing short of murder will get the ball rolling.
At the same time, Marchionne also spoke of reduced development of special models like the Ferrari F12tdf and other “XX” cars. He said, “We won’t do so many that people will take them as a series and go from one to the next. I don’t want them to be too available.” He continued, “We need to be more stringent, especially at the price we expect people to pay.” In the same conversation, it was also mentioned that there would be no Ferrari SUV, but Ferrari engineers were pretty adamant about expanding hybridization further into the Ferrari lineup.
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Why it matters
Finally, someone in the automotive industry is thinking clearly for once. Why would anybody want a self-driving Ferrari? I mean think about it, the biggest part of owning a car like the Ferrari 488 GTB or even the Ferrari GTC4Lusso is being able to enjoy the driving experience. If all the power and spirit is caged up by a self-driving computer matrix, what kind of enjoyment can you actually get out of owning the car? Sure, they are fun to ride in as a passenger, but isn’t it so much better to have the reigns in your hands as you tame the prancing horse yourself? I think so, anyway, and I’m glad to see that Sergio Marchionne actually agrees with me. I think brands like Ferrari, Lamborghini, and Aston Martin are more about pleasure in driving than anything else, and moving over to the autonomous car strategy will only hurt the brands appeal and ultimately their sales. Stick with it, Marchionne. We don’t want a self-driving Ferrari either.
Read our full review on the Ferrari GTC4Lusso here.