Spotlight: The Ferrari Strategy
"Ferrari is not made by its walls or its machines, but by people."
Marco Longeri Head of Direct Materials Ferrari
"Ask a child to draw a car and he will certainly draw it red".
This reported quote from legendary Scuderia Ferrari founder Enzo Ferrari is known across the world - much like the cars his company are famed for. The classic Ferrari red continues to be associated with the brand, with speed and with luxury. Marco Longeri, Head of Direct Materials at Ferrari, revealed how the luxury brand continues to expand on Enzo Ferrari’s Legacy.
Longeri emphasised how the iconic car manufacturer has redefined its purchasing processes since 2019, transitioning from a standard category approach to a tailored strategy built to meet Ferrari’s complex, customised car production needs. With 5,000 employees from 62 nationalities, Ferrari’s headquarters in Maranello, Italy, manufactures around 14,000 bespoke cars annually. This high level of customisation drives Ferrari's procurement complexity, working with both small and large suppliers to deliver innovation and world-class performance.
Longeri explained that Ferrari’s procurement strategy has been reshaped to address challenges like global supply chain disruptions, electrification, and regulatory changes. A key feature of Ferrari's approach is a strong focus on long-term partnerships, where suppliers are integrated into Ferrari's future vision, making the relationship much more than a simple transactional exchange.
Notably, Ferrari leverages its iconic brand to forge deeper connections with suppliers, even using the power of the brand to increase engagement at all levels, from blue-collar workers to executives. This branding power enables Ferrari to test innovative technologies with partners such as Bosch, helping them bring breakthroughs to the market.
Longeri also highlighted Ferrari’s commitment to sustainability, announcing the production of its first engine made from recycled aluminium. This reflects the company’s ESG-driven strategy in selecting suppliers capable of meeting its high environmental standards.
In closing, Longeri underscored that Ferrari’s success is deeply rooted in people. Empowering buyers to take ownership of strategy and giving them visibility at the executive level not only enhances decision-making but also fosters a culture of engagement and passion—a hallmark of Ferrari’s brand.
Through this innovation, Ferrari continues to drive the future of luxury and performance, always keeping its spirit at the core of its strategy.
