Ferrari Myth to court China

2012-05-21 14:43

SHANGHAI, China – The Ferrari Myth exhibition was recently opened at the Italian Centre in the Shanghai Expo Park where the exhibition, covering 900 square metres, will be open to the public for three years.

The exhibition, which showcases the Italian firm’s history, cars and technology, was opened by Piero Ferrari, the surviving son of company founder, Enzo Ferrari.

Piero said at the opening: “For millions of people around the world, Ferrari represents the pinnacle of Italian culture. It has always been our wish to share Ferrari’s unique history and culture with the people of China who have shown great affection for the Prancing Horse and with whom we share core values such as respect for tradition and a tenacious spirit of innovation.”


The long-term exhibition, which is designed to introduce visitors to the Prancing Horse’s past, present and future, will be continually updated throughout its run to document the ongoing changes of the company and its products.

The centerpiece of the exhibition comprises five Ferraris that were selected for their significance: the first Ferrari to enter the Chinese mainland market, the 348 TS, a 275 GTB4, a 365 GTB4 Daytona, the 750 Monza sports prototype and the Ferrari’s first all-wheel drive four-seater, the FF.

In its first 12 months, the exhibition will be divided into five areas - Ferrari in China, Green, Product, Design and Racing – and a number of the priceless objects have been shipped from the Ferrari Museum in Maranello.

Exhibits include the Hy-Kers system demonstration that combines a traditional Ferrari V12 engine and two electric motors, a scale model of Ferrari’s “green”campus in Maranello that is said to be completely self-sufficient, transmissions ranging from the F1-style gearbox to the FF’s four-wheel drive system.

Representing Maranello’s racing heritage, two Formula 1 single-seaters and a race simulator in which visitors can experience a few fast laps.

China, unsurprisingly, is an increasingly-popular destination for Ferrari. Although the first Ferrari model was introduced in 1992, the China region was the automaker’s second-largest market worldwide in 2011 after 777 sales were registered there.  

Ferrari has also introduced a number of customer experience projects for owners in China, including the Corso Pilota professional driving course, the Ferrari Owners’ Club and the Ferrari Asia Pacific Challenge.