Why Ferrari won’t put badges on its cars

Ferrari has insisted it will never put identification badges on its cars, calling individual model badges a “volume” strategy.

Despite an increasingly bewildering array of models with a visually similar cues, Ferrari’s design team insists there is no need to help people work out which Ferraris are which.

But Ferrari is aware that more models may create a greater need, according to Ferrari Design’s Adrian Griffiths.

“I don’t think we need to individually badge them,” Griffiths said at the launch of the Ferrari 296 GTS in Forte dei Marmi, Italy last week.

“We are not that. We are high-end, elite and making very strong statements.

“I mean, I think there is differentiation amongst the vehicles. Sometimes it’s quite subtle,” he admitted.

Arch-rival Porsche badges the tails of all of its models, right up to the 911 GT3 RS, as does Aston Martin, though McLaren doesn’t.

And Ferrari now has more standalone models than Porsche does, with the Germans only using six badges: 718, 911, Taycan, Panamera, Macan and Cayenne.

Porsche splits these into the 718 Cayman and Boxster, the Taycan, Taycan Cross Turismo and Taycan Sport Turismo, two body styles for the Cayenne and a dizzying array of 911 variants, all wearing tail badges.

It wasn’t long ago that Ferrari made do with three models, but it now has seven, plus convertible versions of three of its coupes.

The upcoming Purosangue is the newest model, then there’s the V12-powered 812 GTS, the V8 plug-in hybrid SF90 Stradale, the V8 F8 Tributo, the front-engined Roma and the convertible Portofino M.

It’s a model-proliferation issue Griffiths is aware of.

“Differentiation will come, and we are looking to the future of it,” he admitted.

“We need to create enough visual impact that you know what you’re seeing without an extra badge.”