Ferrari, the iconic Italian luxury carmaker, has once again announced its refusal to adopt autonomous driving technology, demonstrating the brand’s unwavering commitment to the sheer joy and excitement of human-controlled driving. The company’s CEO, Benedetto Vigna, emphatically stated, “No Ferrari will drive itself,” during his recent appearance at the Financial Times Future of the Car Summit.
Vigna’s standpoint is rooted in the belief that the true essence of a Ferrari lies in its driving experience, and the company has thus far not invested significantly in autonomous driving technology. His assertion came in response to a question about whether Ferrari might need to seek external software expertise for its growing range of electrically powered luxury vehicles.
Vigna explained that in a car cabin, “there are four kinds of software: performance, comfort, infotainment, and autonomous,” but without a doubt, “the last one, we don’t care.” This statement underscores the company’s dedication to maintaining the human element at the heart of the Ferrari driving experience.
Since taking the helm in 2021, Vigna has consistently expressed his skepticism about the integration of self-driving technology into Ferrari’s design philosophy. He previously conveyed a similar sentiment during the company’s electrification strategy presentation last year.
“No customer is going to spend money for the computer in the car to enjoy the drive,” Vigna pointed out in an interview with Bloomberg in 2022. “The value of the man, of the human at the center, is fundamental.”
While Ferrari’s disinterest in autonomous driving isn’t a new development, with two executives asserting in 2016 that there were no plans for a self-driving Ferrari “for the foreseeable future,” it’s worth noting that the same executives also dismissed the possibility of a four-door Ferrari or an SUV – models which eventually became part of the brand’s offering. This prompts a question: could Ferrari’s position on autonomous driving alter in the future?
Despite the rapid advances in autonomous driving technology and the growing trend towards self-driving cars, Ferrari remains firm in its commitment to the traditional, human-centered driving experience. Whether or not this stance will change in the face of evolving market dynamics and customer preferences remains to be seen. But for now, Ferrari enthusiasts can take heart in the knowledge that their beloved luxury vehicles will continue to provide the thrill and pleasure of personal, hands-on driving.
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