How to Dominate in Your Industry - Become a Ferrari

How To Become A Ferrari

Bring Your Company Among The Leaders Of Digitalization

Although most people will never get behind the wheel of one, few companies command as much respect and admiration as Ferrari does. As one of the leaders in the automobile industry, Ferrari is an inspiration to smaller companies. While most don’t want to sell Ferraris, they aspire to emulate Ferrari’s reach in the digital marketing world. Below we’ll examine how to dominate in your industry and become a “Ferrari.”

Through digital marketing technologies, including 3D configuration, Ferrari and other top brands allow potential clients to interact and examine the intricacies of their vehicles to better market their products and increase their value  through sales. These technologies make Ferrari the leader of its industry.

Establishing your brand as a leader in the digital realm is an essential yet often elusive strategy. Fleshing out your repertoire with digital marketing tools like 3D configurators is a step in the right direction. Understanding the market, your client’s needs, and how to create a desire for your products  is essential to building a gold-service digital marketing platform.

Market Segmentation & Understanding What Ferrari Represents

How do you sell products? By understanding what your intended customers want to see and creating a need for your product within them.

Market segmentation involves “grouping” prospective clients according to what strategies will work best for them. By understanding what makes people “tick,” you are better positioned to tailor the marketing media to that particular group to create a desire to purchase a product you’re selling. 

Market segmentation further allows you to build customer loyalty by encouraging customers to purchase from you in the future and to “spread the news” in their areas of influence. There are various subdivisions in market segmentation.

For example, Ferrari employs demographic and psychographic segmentation strategies to reach clients. 

While Ferraris are not “household products,” they’ve established a name for themselves as leaders in the automobile industry and instilled a desire in potential clients to purchase their products. Through technology and digital marketing, Ferrari makes itself relevant, desirable, and a trendsetter. 

However, they do not market their products on a “wholesale” level; they target specific, high-earning clients who might be interested in purchasing them. 

As brand leaders, Ferrari represents trusted manufacturers, producing quality products with cutting-edge technological advances. Their gains on the Formula 1 circuit build into the brand’s appeal, with exclusivity, price, and customer experiences.

To elevate your company to match the prestige of Ferrari and other top-brand vehicle companies, you’ll need the power of technology on your side too. 

Which Technologies Do Leading Companies Use?

The most significant method for exposing your products to potential buyers, and creating loyal customers, is to provide them with a first-class “shopping” experience. 

Offering clients a digital platform where they can manipulate products while examining them from different angles with various customization options without needing to enter a store is an incredible way to market your product to a larger audience.

Through these immersive experiences, clients spend more time on your website, increasing the likelihood of purchasing something. 

The interactive experience offered by top-rated companies makes the  purchasing process more enjoyable, improving customer loyalty (i.e., people want to use a fun, interesting, and helpful program).

There are various digital technologies, including:

2D And 3D Configurators

Configurators provide a stronger sales tool

At their core, 2D and 3D configurators are images clients can manipulate to look at vehicles from different angles. 2D is the cheapest and most commonly used format (a flat picture), while “gold-service” companies use 3D images that afford clients greater interaction.

You access 2D and 3D configurators on most devices (laptops, cell phones, tablets, MacBooks, etc.) through the company’s website.

These configurations are not to be confused with the “visualizers.” Although they serve similar purposes, visualizers are limited to showing a picture (in 2D or 3D) without allowing further customization. Configurators, on the other hand, allow clients to change various specifications of the vehicles, so they can “customize” their purchase.

While allowing the client to interact with the product, top-level configurators collect user data that developers access and use to enhance the product and improve the configuration options. Further enhancing the user experience and establishing the brand as a leader in digital marketing.

Augmented Reality And Virtual Reality

New technology to have an immersive experience

As a relatively new technology, augmented and virtual reality-based digital marketing help clients immerse themselves in a meaningful user experience. Augmented and virtual reality works with 3D configurators to enhance a client’s experience. 

There are various applications of augmented and virtual reality. For example, instead of looking at a website, augmented reality allows the client to “project” the product’s image into their world (like putting a Ferrari in your garage), allowing the client to see what it would be like to own the product.

Using a cell phone, the app will scan your location and then superimpose the product. 

Aside from projections, these reality-bending devices are excellent for virtual showrooms. Unfortunately, traveling to visit a showroom to “potentially” purchase a vehicle is not feasible for many people, which is why virtual showrooms are increasing in popularity.

While regular showrooms are often limited in what vehicles they have in stock (colors, design features, etc.), virtual showrooms allow clients to interact with endless  customizations. These virtual showrooms are the platforms fit for 3D configurators. 

Virtual reality works similarly; however, while augmented reality works with cell phones, virtual reality requires a headset/goggles (like the HTC Vive and Meta Quest). Virtual reality creates a more complete  experience, putting the client into the virtual world (while augmented technology puts virtual world elements into reality). 

Post-sales Connections

An important loyalty tool

Although not directly related to the sale, the post-sales services, follow-up, and interactions a company undertakes are essential to ensuring brand loyalty in the customer’s mind. 

A customer that’s spent a lot of time manipulating and customizing a vehicle will be more likely to purchase, making for a successful sale. 

However, suppose you want that customer to not only return the next time they want to purchase a vehicle but also act as a brand ambassador, influencing their personal network to also purchase from you. In that case, you’ll need sufficient post-sales input.

This post-sales technology includes connected vehicles. Aside from the convenience of connecting to the internet from the vehicle, connected vehicles log issues on a database, track maintenance, and provide real-time diagnostics for the vehicle through IoT-based solutions. 

Post-sales Owners’ Clubs

For an Elite Network

Aside from actually owning a Ferrari, the company allows clients membership to the exclusive “Ferrari Owners Club,” creating a sense of prestige. As a member, you receive an invite to special unveiling events with other Ferrari owners (many of which are celebrities).

This networking, together with the limited number of Ferraris produced each year, creates a greater appeal to become an owner.

Explore our configurators page!

The Configurators Used By Leading Companies

While the specifics may vary, leading companies use 3D configurators for most vehicles. Some of these platforms  show prices, while others elect not to, and instead have you contact a salesperson to finalize the financial factors.

These 3D configurators are website based, and most allow you to manipulate the vehicle with sufficient customization, from exterior and interior color to garage door openers. Although 2D is less versatile, many companies limit 3D to “exclusive” ranges.

Some companies which successfully employ 2D and 3D configurators include:

As one of the leaders in digital marketing, Ferrari uses a combination of 2D and 3D Configurators.

Ferrari’s 2D configurations are built on the backbone of high-definition images. The program allows you to select from a diverse range of car colors (solid and mixed), rim finishes, brake colors, and interior features (including seat designs, interior colors, and carpets). 

Although limited in customization options, the 2D configurator shows the specific part you’re modifying. 

Where Ferrari truly shines is in the 3D configurator department. Requiring at least 3 gigs of RAM, the powerful tool allows you to customize the same things as the 2D configurators (and more) while being free to move and interact with the product. 

You have a 360° view of the vehicle, and additional customization options include the exhaust system, carbon spoilers/bumpers, dashboards, doors, and more interior color modifications.

The 3D option allows you to add extra features like seat heaters, anti-theft, automatic headlights, and garage door openers, among others. It is a far more convenient program that allows you to customize many car features.

Aston Martin, like Ferrari, offers a robust 3D configurator that allows you to modify the features of various vehicles. Once you’ve selected a vehicle, you can change the external colors, grill, roof, lights, wheels, brakes, and more. This configurator, while being based on a 3D platform, shows 2D images.

Interior features include seating, panels, carpets, a dashboard, etc. The technology even lets you change the color of the under-bonnet brace.

Aston Martin allows you to take “beauty shots” of your completed vehicle and change the background and the time of day.

BMW differs slightly from other 3D configurators in that you select the type of engine and transmission. 

However, once you’ve selected the engine, you get the same customization options for exterior colors and rims. The interior upholstery is not as customizable as the Ferrari or Aston Martin, but there are sufficient options. 

You’ll also pick a couple of extras (like repair kits) and head to purchasing options.

While Tesla’s are quite technologically advanced vehicles, their website is not, instead providing only a 2D configurator experience. 

The platform allows you to customize the interior and exterior colors, rims, an enhanced autopilot, adding a self-driving feature, and chargers.

While the 2D gives you some idea of the final product, it does not provide you with a “gold service.”

While many might not recognize the name, Lucid Air is a luxury, electric carbrand that also uses a product configurator. Their shopping experience is well developed , with many choices and allows you to customize every last detail as seen with previous brands.  

The 3D configurator of this car will ensure you have a great experience while you build your dream car.

Other Essential Factors For Successful Digital Marketing

As a company walking in the “footsteps of giants,” you’ll need a dedicated team that takes the time to understand  your clients, collects data from configurators and improves products and experiences to meet consumer needs .

A user-friendly website elevates your search engine optimization, which translates to more “hits” and thus “conversions” on your website. A good SEO score places your website higher on the search engine’s landing page when clients type in particular keywords (i.e., a good SEO score puts you above the competition).

User-friendly websites also improve potential clients’ experience, enhancing the likelihood of a sale and acquiring new brand ambassadors.

The Benefits Of Different Types Of Configurators 

As with most technology aimed at digital marketing, 2D and 3D configurators provide several benefits to the buyer and seller.

2D Configurators

2D static render configurators are images with two dimensions. These “flat images” offer fewer details than 3D configurators; however, they are considerably cheaper while still offering clients valuable customization options.

Unfortunately, the 2D images are “fixed” (static), so clients cannot manipulate the images for other angles. These 2D files are smaller-sized, making them quicker to download, upload, and transfer.

2D configurators are easier to use, particularly if you’re less tech-savvy. While you don’t have an interactive 360° view, many sites offer different angles.  

3D Configurators

While 2D configurators are limited to flat images, 3D configurations are interactive, allowing clients to manipulate the images, providing a 360° view of the product and better customization opportunities.

However, these configurators are more expensive than 2D, and their file sizes are much larger.

3D configurators are superior and provide clients with a “gold” service. They allow clients to modify the desired product to their ideal specifications without the product having to be manufactured. ).

The process benefits the buyer and seller, saving time and resources . Customers who interact with 3D configurators are more likely to make a purchase and it be one that they’re satisfied with. Therefore, they are more likely to promote the brand and share with friends and family.

The Configurator As A Distinctive Service Of Value

While several digital marketing technologies exist, companies that employ 2D and (especially) 3D configurators are at a distinct advantage. 

The configurators enhance a client’s experience while interacting with the product, providing them with sufficient customization options and the convenience of not needing to travel to a physical store.

The process allows the client to spend considerable time on the company’s website, improving the likelihood of a purchase. Aside from securing direct sales, configurators  are easy to use, informative, and make for an enjoyable customer experience. They also collect consumer data, providing designers and marketers with the insights they need to continuously improve their products and services. This contributes to the establishment of  brand loyalty and respect. 

Added Value And Perceived Value By Customers

The added value that clients receive from configurators is the ability to see a visual interpretation of what the finished product will look like once delivered. The clients can customize their product, which leads to a more personal connection to the product and increases the chance of following through with the purchase.

Clients also have better peace of mind when operating these digital tools because they have access to more information. They can access the full range of product modifications at their leisure and convenience through (mostly) user-friendly platforms.

They feel that the “state-of-the-art” technology adds value to the experience and are more likely to become returning customers and brand ambassadors. 


Ferrari is one of the leaders in digital marketing, employing 2D and 3D configurators which allows clients to customize and manipulate products. For a company to “compete” with Ferrari and other “gold service” companies, they’ll require a dedicated marketing team (or a trusted expert agency) that employs various digital technologies, studies the feedback (reports and statistics) they produce, and effectively communicate the client’s choices with the development teams. If you are in need of developing and implementing digital technologies on your platform, contact us at In2Real today.

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Francesca Dattilo

A designer by training, I have been working on communications and marketing for In2real since 2019. You can engage with me and my team to identify your company’s needs and define the right strategy.


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