Ferrari unveils the grand Universo Ferrari exhibition in Bangkok

"...November 21 may seem like an ordinary date on the calendar, but for car enthusiasts—particularly fans of Ferrari, the brand renowned for its iconic Prancing Horse, it marks a momentous occasion. This was the day Ferrari officially launched its highly anticipated exhibition, Universo Ferrari, at UOB Live, located within the Emsphere shopping complex in Bangkok..."

Universo Ferrari stands as a global milestone in the automotive industry, a prestigious exhibition celebrated across the world. Following its resounding success in Italy, Australia, and South Korea, the arrival of this extraordinary showcase in Thailand drew fans and aficionados from across Southeast Asia, eager to witness the splendour of this significant event.

The highlight of the occasion was undoubtedly the unveiling of the latest Ferrari model, the Ferrari F80. This cutting-edge supercar represents the pinnacle of Ferrari’s engineering prowess, featuring a hybrid V6 engine that delivers an astonishing 1,200 horsepower, making it the most powerful two-seater ever produced by the brand. Beyond its remarkable performance, the F80 exemplifies Ferrari’s ability to merge tradition with innovation, setting new benchmarks in the world of supercars. Adding to the exclusivity of the event was the presence of Ferrari’s top executives, including Enrico Galliera, Chief Marketing and Commercial Officer of Ferrari S.p.A.; Francesco Bianchi, President of Ferrari Asia Pacific and the Middle East; and Nantamalee Bhirombhakdi, Managing Director of Cavallino Motors, Ferrari’s official importer in Thailand. These distinguished figures took the stage to formally launch the exhibition, showcasing the unparalleled capabilities and vision embodied by Ferrari’s latest masterpiece.

As part of the event, #legend_th had the privilege of engaging in an exclusive conversation with Enrico Galliera. He shared his insights, thoughts, and vision, shedding light on the driving forces that have enabled Ferrari to retain its position as the ultimate dream car for enthusiasts worldwide.

#legend_th: How does Ferrari combine its famous heritage with new technology in its latest models?

EG: The most important factors are tradition and innovation. We start with racing, Ferrari began as a racing car company. Then our founder, Enzo Ferrari, created a sports car business, which later faced financial challenges. Racing is deeply rooted in Ferrari’s history, and we have always been keen to maintain this connection while also looking towards the future. Now, if you go through the Universo, you will see this concept reflected throughout our building, starting from the product, supercars, and various elements that connect to the aesthetics of our cars from the past. If you explore the universe, you will understand that the space tells the story of our cars, heritage, and journey. In some parts, we communicate this in a futuristic way. We are dedicated to honouring the past while also looking towards the future, a complete package we aim to share.

#legend_th: what is your expect those who come to the Universe Ferrari to feel after seeing all these fantastic exhibitions. What’s the core elements that build-up this event to be so outstanding?

EG: So, for the Universo, we hope that everyone who visits this event can feel that Ferrari is more than just a fantastic car, not just an extraordinary racing car or a brand rich in tradition. Universo represents the unique combination of all these elements coming together as one.

#legend_th: In the time that EV car is hype, is there any opportunity for Ferrari to invest in the EV car?

EG: The whole world is talking about electrification, with many brands transitioning to EVs, and we are following suit. In the near future, we are set to launch our first fully electric car. From the start, our philosophy has been that it’s not Ferrari’s role to dictate what clients should drive. Instead, we have continued to invest in both hybrid and electric technologies. What we offer is not impulsive but a range of possibilities, allowing the market and clients to decide which option they prefer.

#legend_th: As Ferrari’s Chief Marketing and Commercial Officer, how do you see the luxury car market in Thailand today?

EG: You know, I think, overall, the global market for luxury sports cars is relatively small, and Thailand’s market is even smaller in comparison to many others. How do I see the future? Well, my answer is, I see a future. Globally, there is a significant number of individuals who can afford to buy sports cars. If you look at the so-called ‘high-net-worth individuals,’ the numbers are vast. However, the number of people who actually own a Ferrari remains relatively small. The reason many haven’t purchased or decided to buy a Ferrari yet is often that they don’t truly know the brand. Every time we connect with them, whether by bringing them to our factory or allowing them to test our product, most of the time, they are eager to buy a Ferrari. So, to answer your question about how I see the market, I think it’s incredibly promising. There are plenty of opportunities. The closer we get to the market, the more people will want to join our Ferrari family.

The Universo Ferrari exhibition in Bangkok isn’t just a celebration of cutting-edge innovation but also a tribute to Ferrari’s illustrious legacy. Among the standout features of the event was the display of the Ferrari 12Cilindri, a masterpiece powered by the iconic V12 engine, embodying the perfect blend of luxury and high performance. Complementing this was an array of thematic exhibits that eloquently narrated the heritage and unparalleled excellence of Ferrari, including:

• Racing Zone: Dive into Ferrari’s world of motorsport, featuring legendary vehicles such as the F1-2000, which carried Michael Schumacher to his third World Championship, and the Ferrari 499P Le Mans Hypercar, a two-time winner of the 24 Hours of Le Mans in 2023 and 2024.
• Sports Cars Zone: Showcasing Ferrari’s modern masterpieces, including the Daytona SP3, SF90 XX Stradale, Purosangue, 296 GTB, and the Ferrari 12Cilindri, each a testament to Ferrari’s relentless pursuit of perfection.
• Ferrari Classiche Zone: A journey through Ferrari’s storied past, featuring classic icons like the Ferrari 308 GTB and Ferrari F50, highlighting the brand’s timeless excellence and its dedication to preserving automotive history.
• Ferrari Lifestyle Zone: A luxurious immersion into Ferrari’s lifestyle offerings, presenting exclusive items such as the Maranello Clutch alongside a special fashion showcase, reflecting the brand’s elegance and sophistication.

Whether you are a devoted fan or an admirer of automotive artistry, Universo Ferrari offers a rare opportunity to explore every facet of the Prancing Horse’s legacy. From revolutionary design to elevated lifestyle experiences, this exhibition provides an inspiring glimpse into Ferrari’s enduring influence across generations.

Universo Ferrari is open to the public at UOB Live, Emsphere, from November 23 to 25. Don’t miss the chance to embark on this extraordinary journey into the heart of Italian automotive excellence.

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