Information Technology @ Ferrari, S.p.

Nerissa Fernandez Rick Paturzo Pieralberto Deganello IPD-499

Overview
Company overview (Nerissa)
Role of information technology (Pier)
F1 Manufacturing Operations

A global presence (Rick)

Company Overview
Ferrari who?
Manufacturer of Italian racing cars and highperformance sports cars Located in Maranello, Italy Emilia-Romagna region Manufacturing since 1946(?) Racing since 1929 Employees (2003): 2968 Sales(2003): $1,582.8 million Market share: < 1%

Company Overview
Founder Enzo Ferrari (1898 1998)
Worked for Alfa Romeo Scuderia Ferrari

Company Overview
History of the logo
Italian WWI hero Count Francesco Baracca Prancing stallion Yellow the color of Modena, Enzos hometown SF Scuderia Ferrari literally means Ferrari Stable but is translated as Team Ferrari

Company Overview
Ferrari in the racing world
Italian Races
Alfa Romeos racing team

Grand Prix
Michael Schumacher

Information Technology
Formula 1
Racing division governed by International Automobile Federation (RIA) One of the most expensive sports in the world; teams collectively spend > $2.8 billion to compete Extremely technology centric
It all started with turbos in 1992 1/10th of second separates the winner from everyone else Strict rules over engine and car design encourage aggressive technology investment for competitive advantage

Information Technology
Formula 1 is the focus of Ferraris technology investment
Racing is Ferraris heritage Integration is a competitive advantage
Ferrari only company that designs and manufactures both engine AND chassis

Car design cycle 9 months

Design = 6 months Manufacture = 3 months Technology key to meeting timeframes!

F1 technology then trickles down to commercial vehicles

Paddle shifters, independent suspension, disc brakes

Information Technology
Primary uses for information technology
Telemetry
Real-time collection/analysis of car performance during a race Over 500 different characteristics measured in real-time

Design
Engine
Weight reduction Power (engines already produce > 800 bhp)

Chassis
Weight reduction Aerodynamics/Downforce

Information Technology
Key Information Technology Providers
PTC
CAD/CAM software

Massachusetts Institute of Technology

Combustion research

Ricardo
Dedicated CFD program for engine flows

Shell
Lubricants

CRF (Fiat Research Center)

Data acquisition packages

SKF
Bearing technology

AMD
Data center

General Electric
Commercial aircraft engine operation new material research

Acer
Workstations

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A Global Presence
Ferrari sells 4,300 high-performance sports cars a year
Prices $140,000 - $260,000 To safeguard exclusivity and high value, the company has set a self-imposed production limit

Models
F430

Scaglietti
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A Global Presence cont

Beginning in 1979, the North American import and distribution of Ferraris was handled by Fiat SpA
In 1990 Ferrari North America was established The company imports and distributes its vehicles from Maranello, Italy
The exports are done through a network of more than 300 sales and service centers in 45 countries

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Ferrari Clientele
Ferrari's main markets are:
United States Germany Great Britain Italy The countries of the Pacific area Switzerland
90% of all production is exported. Total units sold worldwide: 6,099 (Ferrari 4,072, Maserati 2,027) Major market sales in 2000 The portfolio of orders taken by the dealership network is far higher than the numbers of cars that Ferrari can actually deliver.

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Outsourcing
Ferrari Outsourced Engine Development
Ferrari and Tata Consultancy Services (TCS), Asias largest software company, have concluded a deal which calls for TCS to provide IT and engineering services for the development of Ferraris Formula 1 racing car
TCS solutions would include car electronics, safety, aerodynamics, and troubleshooting

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Competition
Ferraris are considered high-end luxury vehicles Main competitors
Lamborghini
Gallardo, Murcielago

Porsche
911 GT2, Boxter S, Carrera GT

Aston Martin
V12 Vanquish S, DB9, V8 Vantage

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References
Car and Driver, Ferrari Outsource Some Engine Development, http://www.caranddriver.com/article.asp?section_id=30&article_id=8966&page_number=1 Car and Driver, Lamborghini readying for a run at Ferrari for U.S. market dominance, http://autoweek.com/article.cms?articleId=2696 Car and Driver, Fiat Juggles Maserati and Ferrari Brands http://www.caranddriver.com/article.asp?section_id=30&article_id=9233&page_number=1 Autoweb, Consolidated Results for Ferrari S.p.A. Group http://autoweb.drive.com.au/cms/A_53935/newsarticle.html Ferrari.com http://ferrari.com/FWorld/fw/index.jsp Howstuffworks.com, How Enzo Ferrari Works, http://auto.howstuffworks.com/enzo1.htm Hoovers.com, Ferrari SpA http://www.hoovers.com/ferrari/--ID__59581--/free-co-factsheet.xhtml Nationmaster.com, Ferrari, http://www.nationmaster.com/encyclopedia/ferrari Consolidated Results for Ferrari S.p.A Group http://www.maserati.org.au/notebook/MASERATI/masernews/maspg34_0501.html http://www.andersoneconomicgroup.com/Pubs/autodata_releases/111004/111004auto.htm

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Questions?

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