What is this Ferrari doing in a museum?

This custom-made Ferrari Roma Spider combines elegance, innovation… and lucrative margins! A case study more than a museum piece.

Ferrari unveiled a unique version of the Roma Spider, resulting from its Tailor Made customization program. This model, typically produced in large quantities, is presented as a masterpiece at the Enzo Ferrari Museum in Modena as part of the exhibition “Ferrari One of a Kind”, alongside legends such as the 250 GTO or the F40. A well-deserved place?

This Roma Spider highlights innovative techniques and exclusive materials, emphasizing the growing importance of personalization in the automotive industry. For example, the seats feature recycled leather sewn by hand with thread made from used tires. The aluminum body is laser-engraved with specific motifs, such as a compass rose accompanied by the coordinates of Maranello.

Ferrari knows how to count

But beyond innovation, personalization mainly allows manufacturers to generate exceptional margins. Every exclusive detail, whether it’s specific leather, unique finishes, or limited-production parts, translates into soaring prices. This phenomenon turns a standard model like the Roma into a near-collector’s product.

Ferrari takes the experience further with a collaboration with Montblanc, which created a special edition of the famous Meisterstück pen. Featuring the exclusive Oro Mida color of the Roma Spider, this pen comes with a gold nib and a recycled leather notebook. Again, luxury becomes a vehicle for commercial valorization.

The Roma Spider, equipped with a 620 hp V8 engine and a retractable soft top, symbolizes timeless elegance and performance. However, its presence in an exhibition alongside historic icons raises questions: Is it legitimate for a mass-produced, widely accessible model in its base form to share space with legendary vehicles with unparalleled pedigrees?

If you are in Maranello, you have a few days left to visit the “Ferrari One of a Kind” exhibition and get an idea of whether this cheerful Roma is truly exceptional—or not.

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