As one of the world’s most recognisable brands, Ferrari takes no prisoners when it comes to protecting its identity.
The Cavallino Rampante (prancing horse) was ranked as the world’s strongest brand in 2019 and 2020. And even against a host of tech giants, it still claimed 10th position in the 2024 Brand Finance Global 500 report.
Ferrari’s success means its name and logo hold appeal for those creating counterfeit goods, ranging from football shirts to complete cars.
However, the Italian marque does not mess around when it comes to dealing with fakes, given the importance of its own licensed products.
Destroying Ferrari fakes
As reported on Twitter, Ferrari was responsible for having more than 400,000 imitation items destroyed in 2023.
These included more than 100,000 items of clothing, 17,438 pairs of shoes and close to 70,000 wristwatches. Not forgetting 30,161 examples of knock-off Ferrari perfumes.
Other highlights from the action taken by Ferrari’s legal office included the destruction of 800 imitation kick scooters – and even three fake cars.
Speaking to Ferrari’s in-house magazine about the counterfeit cars, Carlo Daneo, general legal counsel of Ferrari, said: “Some vehicles are realised so well that they end up going to auction and it is our task to report them to the auction houses so that they are taken off the market.
“Our objective is always the same: it is not always enough to take them off the market, we want all the fakes to be destroyed.”
Rewards for informing
At the end of 2023, the marque launched its own Ferrari Anti-Counterfeiting Reward scheme, offering owners and enthusiasts the ability to report fake items.
A dedicated section of the Ferrari website allows details and images to be submitted, directing the company (and its lawyers, of course) to the faux finds.
Those who successfully report items that infringe the Ferrari trademark can be rewarded with free officially branded gifts.