Information Technology @ Ferrari, S.p.A

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Information Technology _at_ Ferrari, S.p.A

• Nerissa Fernandez
• Rick Paturzo
• Pieralberto Deganello
• IPD-499

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Overview

• Company overview (Nerissa)
• Role of information technology (Pier)
• F1
• Manufacturing
• Operations
• A global presence (Rick)

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Company Overview

• Ferrari who?
• Manufacturer of Italian racing cars and
  high-performance sports cars
• Located in Maranello, Italy Emilia-Romagna region
• Manufacturing since 1946(?)
• Racing since 1929
• Employees (2003) 2968
• Sales(2003) 1,582.8 million
• Market share lt 1

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Company Overview

• Founder Enzo Ferrari (1898 1998)
• Worked for Alfa Romeo
• Scuderia Ferrari

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Company Overview

• History of the logo
• Italian WWI hero Count Francesco Baracca
• Prancing stallion
• Yellow the color of Modena, Enzos hometown
• SF Scuderia Ferrari literally means Ferrari
  Stable but is translated as Team Ferrari

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Company Overview

• Ferrari in the racing world
• Italian Races
• Alfa Romeos racing team
• Grand Prix
• Michael Schumacher

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Information Technology

• Formula 1
• Racing division governed by International
  Automobile Federation (RIA)
• One of the most expensive sports in the world
  teams collectively spend gt 2.8 billion to
  compete
• Extremely technology centric
• It all started with turbos in 1992
• 1/10th of second separates the winner from
  everyone else
• Strict rules over engine and car design encourage
  aggressive technology investment for competitive
  advantage

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Information Technology

• Formula 1 is the focus of Ferraris technology
  investment
• Racing is Ferraris heritage
• Integration is a competitive advantage
• Ferrari only company that designs and
  manufactures both engine AND chassis
• Car design cycle 9 months
• Design 6 months
• Manufacture 3 months
• Technology key to meeting timeframes!
• F1 technology then trickles down to commercial
  vehicles
• Paddle shifters, independent suspension, disc
  brakes

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Information Technology

• Primary uses for information technology
• Telemetry
• Real-time collection/analysis of car performance
  during a race
• Over 500 different characteristics measured in
  real-time
• Design
• Engine
• Weight reduction
• Power (engines already produce gt 800 bhp)
• Chassis
• Weight reduction
• Aerodynamics/Downforce

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Information Technology
Key Information Technology Providers

• PTC
• CAD/CAM software
• Ricardo
• Dedicated CFD program for engine flows
• CRF (Fiat Research Center)
• Data acquisition packages
• General Electric
• Commercial aircraft engine operation new
  material research

• Massachusetts Institute of Technology
• Combustion research
• Shell
• Lubricants
• SKF
• Bearing technology
• AMD
• Data center
• Acer
• Workstations

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A Global Presence

• Ferrari sells 4,300 high-performance sports
  cars a year
• Prices 140,000 - 260,000
• To safeguard exclusivity and high value, the
  company has set a self-imposed production limit
• Models
• F430
• Scaglietti

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A Global Presence cont

• Beginning in 1979, the North American import and
  distribution of Ferraris was handled by Fiat SpA
• In 1990 Ferrari North America was established
• The company imports and distributes its vehicles
  from Maranello, Italy
• The exports are done through a network of more
  than 300 sales and service centers in 45
  countries

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Ferrari Clientele

• Ferrari's main markets are
• United States
• Germany
• Great Britain
• Italy
• The countries of the Pacific area
• Switzerland
• 90 of all production is exported.
• Total units sold worldwide 6,099 (Ferrari 4,072,
  Maserati 2,027) Major market sales in 2000
• The portfolio of orders taken by the dealership
  network is far higher than the numbers of cars
  that Ferrari can actually deliver.

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Outsourcing

• Ferrari Outsourced Engine Development
• Ferrari and Tata Consultancy Services (TCS),
  Asias largest software company, have concluded a
  deal which calls for TCS to provide IT and
  engineering services for the development of
  Ferraris Formula 1 racing car
• TCS solutions would include car electronics,
  safety, aerodynamics, and troubleshooting

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Competition

• Ferraris are considered high-end luxury vehicles
  
• Main competitors
• Lamborghini
• Gallardo, Murcielago
• Porsche
• 911 GT2, Boxter S, Carrera GT
• Aston Martin
• V12 Vanquish S, DB9, V8 Vantage

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References

• Car and Driver, Ferrari Outsource Some Engine
  Development, http//www.caranddriver.com/article.a
  sp?section_id30article_id8966page_number1
• Car and Driver, Lamborghini readying for a run at
  Ferrari for U.S. market dominance,
  http//autoweek.com/article.cms?articleId2696
• Car and Driver, Fiat Juggles Maserati and Ferrari
  Brands
• http//www.caranddriver.com/article.asp?section_i
  d30article_id9233page_number1
• Autoweb, Consolidated Results for Ferrari S.p.A.
  Group
• http//autoweb.drive.com.au/cms/A_53935/newsartic
  le.html
• Ferrari.com http//ferrari.com/FWorld/fw/index.js
  p
• Howstuffworks.com, How Enzo Ferrari Works,
  http//auto.howstuffworks.com/enzo1.htm
• Hoovers.com, Ferrari SpA http//www.hoovers.com/f
  errari/--ID__59581--/free-co-factsheet.xhtml
• Nationmaster.com, Ferrari, http//www.nationmaste
  r.com/encyclopedia/ferrari
• Consolidated Results for Ferrari S.p.A Group 
• http//www.maserati.org.au/notebook/MASERATI/mase
  rnews/maspg34_0501.html
• http//www.andersoneconomicgroup.com/Pubs/autodata
  _releases/111004/111004auto.htm

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Questions?