Ferrari Plans to Open a Theme Park in America
Get excited for “Ferrari World.”
Ferrari is known for its luxury sports cars, but at the end of the day, it’s a luxury brand looking to sell you a high-class lifestyle. It’s been doing so by licensing and branding — think of its line of clothing and various products aside from motor vehicles. However, Ferrari’s efforts in becoming a full-fledged luxury brand have largely fallen flat — its merchandising generated around €21 million EUR (approximately $24 million USD), accounting for less than one percent of the company’s total revenue.
Surprisingly, Ferrari has found success in licensing the brand to amusement parks. It has Ferrari World in Abu Dhabi, which features theme park rides centered around (what else?) racing. Bloomberg has reported that the company will be opening Ferrari Land near Barcelona next year, while a third park is being developed in China. There are plans to enter the North American market as well, which will undoubtedly feature attractions such as high-speed roller coasters and virtual reality test tracks, all of which can already be found in its Abu Dhabi location. Will you be planning a trip to Ferrari World when the time comes?