Rodrigo González
Director General
Ferrari Mexico
View from the Top

Electrification Waits for no One

By Alejandro Enríquez | Wed, 04/01/2020 - 15:12

Q: How attractive is Mexico to Ferrari a year after the new government took office?

A: Mexico has always been a limited-edition market. Ferrari’s production includes grand touring cars that clients normally use on a daily basis in European countries and in the US, but in Mexico that is difficult due to insecurity. For that reason, customers in the country are looking for special editions, such as the Icona Ferrari.

Due to the economic situation of the country, we only bring cars after they are ordered, so there is no stock. Our sales volume may be low but the quality of our product is above that of cars from countries such as the US or any country in Europe participating in the luxury segment.

Q: In early 2019, Ferrari announced it will no longer manufacture engines for Maserati. How has the relationship between the two companies evolved?

A: Maserati is already more attached to the FCA group. Ferrari had the opportunity to manufacture engines for Maserati but now, a new generation of engines is coming to Ferrari, which will no longer allow it to continue with this collaboration. The idea is to make Maserati 100 percent independent from Ferrari.

With these new engines, Ferrari had to adapt to CO2 emissions worldwide. The most restrictive is the norm that governs California. Due to new regulations, it is possible that 12-cylinder engines will disappear or that we have 12-cylinder systems with electric support. Regarding eight-cylinder engines, there is a car called F8 Tribute that is, as the name suggests, a tribute to the last eight-cylinder turbo engine used in several models. Because of more stringent regulations, this engine will also disappear in 2020.

Q: How is Ferrari participating in the electrification trend?

A: The incorporation of batteries and electronic motors in models like the new SF90 is on the horizon. This is the first car with three electric motors apart from the internal combustion engine that together delivers 1,000hp. This car will be available in Mexico like all other models.

Although our company is known for more traditional luxury sportscars, we have to adapt by implementing electric motors or reducing cylinders according to California's environmental restrictions.

Q:  Has Ferrari's relationship with Fiat affected operations in Mexico or North America?

A: The Agnelli family from Fiat supported Enzo Ferrari when he started, which allowed his business to thrive. After Ferrari became a public company, it became completely independent and ceased to have a corporate governance relationship with Fiat.

The watershed with Ferrari was when Sergio Marchionne, a lawyer for the Agnelli family, replaced Luca di Montezemolo. When Marchionne entered, he led the transformation process that led to Ferrari’s debut on the stock market. From there, all processes, sales systems and corporate governance changed 100 percent.


Ferrari is an Italian luxury sports car manufacturer based in Maranello. Founded by Enzo Ferrari in 1939 out of Alfa Romeo's race division as Auto Avio Costruzioni, the company built its first car in 1940

Photo by:   MBN
Alejandro Enríquez Alejandro Enríquez Journalist and Industry Analyst