The continuous opening of theme parks marks a new strategy for Ferrari that has seen its share price slide since its IPO late last year. Ferrari is looking for new ways to expand the brand without increasing the amount of cars being produced. Low volume output of Ferrari vehicles is a key part of maintaining exclusivity. Ferrari has recently licensed its brand for use on clothing, computers and watches. A Ferrari clothing store for toddlers even opened up recently in Shanghai, China. The theme parks are not owned by Ferrari and are operated by outside firms under license. China’s Ferrari themed amusement park will be ran by the state-owned Chinese automaker BAIC. Underscoring the importance of this new strategy, Ferrari shareholders approved the appointment of several new board members from some of the world’s most luxurious brands to include Louis Vuitton, Moet, Hennessy and the Oriental Hotel Group.
Third Ferrari Theme Park to Open in China
Good news for all those who look forward to riding a rollercoaster themed after your favorite products from Maranello, the third installment of the Ferrari themed amusement park will be opening in China with the fourth park expected to open in North America. Ferrari World, located in Abu Dhabi and Ferrari Land, located in Barcelona, Spain have received a warm welcome from the public and remain one of the more popular attractions. The huge success of the first two parks has led to the announcement of a third location opening inside one of the “primary cities” in Mainland China and talks of a fourth park coming to the United States.