Rome – In a bold display of Italian flair and Maranello muscle, Ferrari has officially unveiled the world’s first showroom featuring its all-new global Dealer Corporate Identity—a fancy way of saying, “We’ve redesigned the dealership, and it’s bellissimo.”
Nestled on Via Pinciana 65, in the heart of Rome, the new Ferrari showroom is less “sales floor” and more “Formula One meets five-star lounge.” Operated by Samocar, a trusted prancing horse partner since 1957, this showroom isn’t just about admiring red cars—it’s about feeling red-blooded passion in three strategic pillars: Uniqueness, Belonging, and Physical-Digital Synergy.
From Colosseum to Configurator
Ferrari’s new philosophy puts the customer smack in the middle of the experience—literally. The circular Piazza, inspired by Italian town squares, is where fans can gather, sip espresso, argue over V6 vs V12, and configure their dream Ferrari with touchscreen wizardry that would make Tony Stark jealous.
At the ribbon-cutting, Enrico Galliera, Ferrari’s Chief Marketing & Commercial Officer, and Giovanni Malagò, Dealer Principal of Samocar, emphasized that this is more than a showroom—it’s a shrine to speed. “We want every dealership to feel like Maranello… without the engine noise complaints,” quipped Galliera.
Tradition + Tech = Tifosi Nirvana
Entering the dealership means walking through a stunning Italian portico-inspired arch—an homage to tradition—only to find yourself immersed in modern design cues that whisper, “This way to the future… and also the SF90.” Fluid lines and premium materials echo Ferrari’s racing DNA, while the blend of craftsmanship and digital interaction lets every visitor play designer, critic, and speed addict in equal measure.
And it’s not just about selling cars. The space celebrates Ferrari’s heritage, invites the community, and offers immersive experiences that might just convince you to sell your kidney for a deposit on a Purosangue.
A New Era, Rosso-Coded
The new showroom concept is set to roll out worldwide, but Rome gets the bragging rights. After all, what better place to combine horsepower and history than the city of emperors—especially when the only thing more powerful than a Ferrari V8 is a Roman grandmother’s disapproval?
As Ferrari continues redefining automotive luxury, one thing’s clear: this isn’t just a showroom—it’s a cathedral for the cult of cavallino.
And yes, the espresso’s free. But the Ferrari? Still not cheap.
