Auto Special: Ferrari opens three-year exhibition in Shanghai
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Today Ferrari will open a three-year exhibition in Shanghai, enabling Ferrari owners and car enthusiasts in China to experience the passion and dreams the legendary brand represents.
Piero Ferrari, deputy chairman of Ferrari and son of Ferrari founder Enzo Ferrari, and Edwin Fenech, Ferrari Greater China president and CEO, will unveil the Ferrari Myth exhibition at the Italian Center to guests from both Italy and China.
"For car lovers all over the world, Ferrari is not just a legend on the racetrack and manufacturer of outstanding road cars, is also a symbol of passion, success and constant pursuit of excellence," said Piero Ferrari.
"It has always been our wish to share Ferrari's history and culture with car fans in China. I believe the exhibition will present a perfect venue for the Chinese to touch the legendary heritage of Ferrari," he added.
The exhibition at the former Italian pavilion for the Shanghai Expo will be open to the public for three years and continually updated. It is the first time Ferrari has held a long-term exhibition outside its headquarters in Italy.
The event is designed to provide an introduction to Ferrari's "twin souls" - the first encompasses passion, elegance and glamour, and the second focuses on technological creativity, fuel efficiency and sustainability.
In the first 12 months the exhibit will be divided into five major areas: Ferrari in China, green technology, products, design and racing.
Texts, images and video - as well as a large number of priceless items from the Ferrari Museum in Maranello, Italy - will be on display to showcase Ferrari's glorious history.
Eye-catching cars
At the center of the exhibit are five eye-catching cars including the first Ferrari to enter the Chinese mainland, a 348 TS sold in Beijing in 1992.
Others on display are the innovative FF, 275 GTB4, the 365 GTB4 Daytona and the 750 Monza, which won spectacular victories on the Monza racetrack in the 1950s.
At the end of the first 12-month run, further exhibitions will be mounted annually in the same space.
Since the first Ferrari arrived on the Chinese mainland 20 years ago, the brand has benefited greatly from the nation's economic success and its booming auto market.
China is the key market of Ferrari worldwide. The iconic ultra sports car has now established a sales and service network in 15 cities on the mainland that will grow to encompass 20 by the end of the year.
Ferrari also introduced a series of customer experience projects, including The Ferrari Asia-Pacific Challenge race, Ferrari Racing Days and professional driving courses named Corso Pilota.
Over the past two decades, the company has also initiated a number of social goodwill projects.
The efforts include collaborating with Jet Li's One Foundation for an F1 drivers' charity auction, sponsoring Tsinghua University students to study and work as interns in Italy with fund collected from the auction of a 599 GTB Fiorano China Limited Edition and organizing a charity parade before the start of the 2011 Shanghai Grand Prix final to benefit children with medical needs.
"Ferrari has long-term commitment to China, and we hope that in the future more Chinese car enthusiasts will have the chance to learn about and become part of the Ferrari family," said Fenech.
More on the exhibition
Ferrari has a place among the legendary stories of men, champions, victories, elegance and style.
Its exclusive road cars and seductive Pininfarina styling have been coveted the world over since the company first opened its doors.
The incredible success of its F1 cars on the world's circuits is familiar to everyone too. People who love Ferrari know that all Ferraris are built in Maranello, a little town near Modena in Italy.
There are also stories about the two protagonists of this long-term success and emotion: Enzo Ferrari who founded a unique car marque, and Luca di Montezemolo, who took over its reins after the death of the founder and has steered the company's fortunes for more than 20 years now.
The most extraordinary products and technologies built over the last six decades will be shown either full-size or as scale models.
These include Ferrari's HY-KERS propulsion unit - a combination of a thoroughbred Ferrari V12 engine, two electric motors and an F1-style dual clutch transmission.
The system can significantly cut fuel consumption and emissions. The evolved HY-KERS just launched at the 2012 Beijing Auto Show will enable Ferrari to reduce emissions by 40 percent
A display and the exhibit devoted to Ferrari's well-established presence in China is compelling, while another area introduces the Maranello factory, its employees and its green spaces through images and film clips.
Motor sport makes up the other main part of the exhibition: two F1 cars are on display as are images of the drivers. There's even a simulator to give participants a feel of what it's like to go around at Monza and what it means to compete in the World Championship.
zhuanti@chinadaily.com.cn
