Enzo Ferarri

Enzo Ferrari with one of the drivers racing for Scuderia Ferrari

I recently read a case study on how Enzo Ferrari (and a very talented team) built the iconic and prestigious Ferrari brand for over 60 years to be valued today at $7.3 billion. One of the most interesting stories in the article was about how the black prancing horse on a yellow background became the symbol of Ferrari.


Before Scuderia Ferrari (the original name) was formed, Enzo was actually a race car driver in Maranello, Italy. After winning one of the races, Countess Paolina awarded Enzo the prize and suggested that he draw a prancing horse on the side of his car as it brings good luck. She explained that her son was a fighter pilot in World War I who died fighting fearlessly and he had a drawing of a prancing horse on the side of his plane. Enzo honoured her offer and admired the powerful idea of a prancing horse -  It is then that he decided to add the yellow background and use this as a official Ferrari logo.


The article then also went on to discuss the numerous automobile engine innovations causing significant changes in the racing world. Enzo often insulted and questioned the logic of the British car manufacturers (such as Lotus) when they began using rear-mid engines (engines that are placed in the back of the car). Enzo would always say "The horse does not push the cart - it pulls it"


The last interesting topic worth mentioning is the use of the word 'Sprezzatura' in the article. Sprezzatura is "a certain nonchalance, so as to conceal all art and make whatever one does or says appear to be without effort and almost without any thought about it." Another shorter definition is "studied carelessness." The relevance of this word to the article was in relation to the current Chairman of Ferrari - Luca Cordero di Montezemolo, who has been present in the company almost since its beginning. Montezemolo is known for his stylish classic dressing and his sprezzatura. Seems quite fitting to the Ferrari culture as Enzo was also known to be persistent and strict regarding his designs, as well as uncaring regarding the drivers racing for Ferrari (most of whom died in crashes during races). Interesting person that's for sure...