In a special ceremony attended by the company’s Deputy Chairman Piero Ferrari, and representatives of both the Chinese and Italian governments, the Prancing Horse inaugurated its new “Ferrari Myth exhibition” at the Italian Center in the Shanghai Expo Park.
The Italian automaker says that the exhibition, which will be open to the public for the next three years, aims to introduce the brand, its products and philosophy to Chinese people, which translates to improving the company’s image and selling more cars in the world’s largest market.
“For millions of people around the world, Ferrari represents the pinnacle of Italian culture,” said Piero Ferrari. “It has always been our wish to share Ferrari’s unique history and culture with the people of China who have shown great affection for the Prancing Horse and with whom we share core values such as respect for tradition and a tenacious spirit of innovation.”
The Ferrari section covers an area of 900 square meters and for the first 12 months, it will be divided into five areas: Ferrari in China, Green, Product, Design and Racing.
The company will display several models both inside and outside of the exhibition building, including the 348 TS as the first Prancing Horse sports car to be sold in mainland China, a 275 GTB4, a 365 GTB4 Daytona, the 750 Monza sports prototype and the Italian automaker’s first four-seater, four-wheel drive model, the FF.
Ferrari first entered the Chinese market in 1992 with sales picking up quickly as the country’s economy grew. Last year, the Greater China region became Ferrari’s second-largest market worldwide with 777 cars sold.
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