Ferrari, designated the strongest brand in the world, has Apple technology on the newer models

Ferrari is a status symbol and synonymous with the best of Made in Italy. It is a guarantee of success and competitiveness in motor races, a high technology product, and a winning brand.

 

This year, in fact, Ferrari is the strongest brand in the world. This is the finding of Brand Finance, the British company leader in brand evaluation. Calculated on the basis of criteria such as financial revenue, but also on such elements as fame, customer loyalty, and the quality of human resources, the company’s annual Global 500 report saw the Prancing Horse brand taking the prize ahead of international colossi such as Coca-Cola, Google, Hermes and Disney.

“I am pleased and proud of this recognition, which we have been given for the second consecutive time” said the president of the group Luca Cordero di Montezemolo, in Modena for the reopening ceremony for the Museo Casa Natale Enzo Ferrari di Modena. “I am particularly pleased the announcement was made today, as we remember the anniversary of the birth of our founder and just as we are approving at the end of our Board Meeting, record financial results for 2013, and great efforts in terms of technological investment”.

 

But this is only one of the top news items related to Ferrari. The second one speaks the language of high technology.

 

Seven months to plan what the car of the future will be. Software with vocal commands to manage email, music, satellite and phone calls. Standard in the new model, the Ferrari FF: Siri integration and a pair of iPad Minis mounted in the headrests. 

 

The car is the company’s first four-seater and four-wheel-drive car. The vehicle supports Siri Eyes Free voice commands, and includes two iPad minis for rear passengers to use. The new feature allows car-makers to integrate Siri voice control when connected to an iPhone.

 

Ios in the car will use Siri to allow access to many of the functions of iPhone and Ipad without removing hands from the steering wheel. The idea is to change the way we drive, to produce a “connected car” able to transmit data, to communicate with other cars or even with traffic lights.

 

The news was revealed by Luca Cordero Di Montezemolo at the Geneva motor show, though the first signs of a potential alignment with Apple were already apparent last November, when Eddy Cue, Apple’s head of Internet software and services, joined the Ferrari board of directors. More details will be revealed in the coming months.

 

Apple and Ferrari look set to expand their in-car entertainment partnership as well. “We build cars, they build computers”  Montezemolo said. “But Apple and Ferrari are connected by the same passion, the same love for the product, maniacal attention to technology, but also to design”.