The life journey of a Ferrari — From production to achieving legendary status

1 / 3
2 / 3
3 / 3
Short Url
Updated 25 May 2021
Follow

The life journey of a Ferrari — From production to achieving legendary status

RIYADH: Of the superior performance of the cars that he built, Enzo Ferrari was clear, simply stating: “They have more horsepower, and they don’t break down.” In tribute to this vision, Ferrari is committed to ensuring that every single car remains in the same pristine condition that it was delivered in, no matter whether five,10, 15 or 20 years after its production in Maranello. 

Each of the world-renowned Ferrari after-sales programs offer clients the utmost peace of mind, guaranteeing their much-loved Ferrari is always as good as the day it was driven off the production line. With the exception of limited-edition models, the ownership experience of a Ferrari always comes with an exclusive seven-year maintenance contract, in addition to the standard three-year contractual warranty, setting an unprecedented standard throughout the industry for customer care. 

This peace of mind is provided through the Genuine Maintenance program, which offers a tailored service for every car and is extended to any subsequent owner during the car’s first seven-year period. Checks are scheduled annually, or every 20,000 km, and are performed by highly qualified technicians who have been extensively trained at the Ferrari Training Center in Maranello using factory-approved dedicated diagnostic equipment. Nobody knows the unique characteristics of the various Prancing Horse models better than them. The costs of labor, original replacement parts, lubricants, engine oil and brake fluid are all covered under this program. 

Following the expiration of the first three-year warranty, Ferrari presents the option of subscribing to the NewPower15 extended warranty program. This makes Ferrari the first marque to offer warranty cover of up to 15 years or 90,000 km after the car is registered. 

The NewPower15 program is offered on a yearly basis and can be renewed for an extra three years after the NewPower15 contract has expired. The NewPower15 warranty programs cover the vehicle’s main mechanical components, including the engine, gearbox, PTU, suspension and steering.

Ferrari cars are a manifestation of Enzo Ferrari’s vision of innovation, and that innovation is not only limited to the cars, but also extends to class-leading after-sales services. Ferrari offers a new extended warranty and service program called MainPower. 

MainPower is a service offered to customers who, at the end of the seven-year Genuine Maintenance program, wish to extend their service and warranty contracts. In essence, MainPower is a combination of Ferrari’s industry-leading NewPower15 and Ordinary Maintenance programs. 

The warranty coverage of the program is identical to that of NewPower15 with the addition of the tried-and-tested seven-year Genuine Maintenance service program. For a few selected Ferrari models like the Ferrari California, 458 Italia, 458 Spider and FF, MainPower completely replaces the NewPower15 programs.

Ferrari Genuine also includes an accessories division, which is solely aimed at making the experience of owning a Ferrari extremely personalized and unique. Ferrari Genuine accessories offer a wide variety of Ferrari products and kits specifically designed to make each Ferrari special and unique to its owner. These products include interior carbon fiber trims and inserts, infotainment systems, battery conditioners, AFS headlights and many more.

Last but not least is the new Ferrari Premium program. This is a new program exclusively developed to safeguard the efficiency, reliability and market value of Ferrari cars. The program enables the customer to replace components that wear out with time. Using only original Ferrari components, highly specialized technicians from the official Ferrari Service Network service the car over the course of the years during which the customer is a member of the program. Members of the program are provided with a Ferrari Premium certificate, and the right to facilitated access to Ferrari Classiche certification. 

The program is extended to owners of the 360 Modena, 599 GTB Fiorano, F430, 612 Scaglietti, 612 Scaglietti Sessanta, 612 One to One, 456 GT/GTA, 456M GT/GTA, 550 Maranello, 550 Barchetta, 575 Maranello, 575 Superamerica, 599 GTO, 599 SA Aperta and Enzo. Ferrari Premium completes the wide range of official services that Ferrari offers after a customer purchases a car, guaranteeing continuity over the first 20 years of the car’s life and providing facilitated access to Ferrari Classiche certification, thus offering Ferrari car owners a comprehensive and fully-exclusive service.

The Classiche certification maintains a classic Ferrari and makes it more than simply a collector’s car. It is a testimony to Ferrari’s heritage, and each model represents the pinnacle of road-car engineering of its era. When you own a Ferrari, the most important aspect is originality. Since 2003, Ferrari has provided factory support for the collector car world, introducing a program that testifies to the authenticity of cars over 20 years of age and supplying a comprehensive range of services dedicated to the preservation of these historically significant motor vehicles.

All restoration work carried out by Ferrari Classiche is underpinned by in-depth research using Ferrari’s production archive, a treasure trove of invaluable technical information on every car built at the factory. This extensive archive allows Ferrari to offer its classic car clients a Certificate of Authenticity or an attestation for vehicles of historic interest, and to supply all major mechanical components manufactured to the original specifications.


Careem partners with CarbonSifr to launch eco-friendly rides

Updated 07 January 2025
Follow

Careem partners with CarbonSifr to launch eco-friendly rides

Careem Rides has joined forces with CarbonSifr, a climate-tech company and a participant in the inaugural Sedrah Program under the Ministry of Environment, Water and Agriculture, to launch a new eco-friendly ride option in Saudi Arabia.

Eco-friendly rides, launched in collaboration with the Transport General Authority and MEWA’s Sedrah Program, will first be available in Riyadh. Customers who choose the eco-friendly option will enjoy the same reliable and convenient everyday Careem rides while contributing to carbon removal efforts, achieved through the tree planting program of the Ministry powered by Sedrah.

Saleh Ibrahim Al-Zuwayed, director and spokesperson at TGA, said: “At the Transport General Authority, we are committed to fostering eco-friendly transport solutions that contribute to the Kingdom’s Vision 2030 goals. We also recognize and congratulate impactful initiatives that showcase how innovation can support environmental objectives and our journey toward a more sustainable future.”

Wael Ibrahim, general manager of Careem Rides in Saudi Arabia, Egypt and Bahrain, said: “This comes as part of our ongoing efforts to continuously innovate and bring a positive impact to the communities we’re part of. We are excited to make this ride option available in Saudi Arabia, giving customers the opportunity to reduce the carbon impact of their daily trips by supporting MEWA’s tree-planting projects across the Kingdom.”

The new eco-friendly ride option is part of CarbonSifr’s broader commitment to supporting Saudi Arabia’s Vision 2030 and environmental goals, and represents a significant step toward helping reduce emissions in line with national objectives. All trees planted through this initiative will be in MEWA-designated sites in Saudi Arabia, directly impacting local sustainability efforts.

By focusing on reforestation in key ecological zones, the initiative will create long-term environmental resilience, helping mitigate climate change’s effects and preserve natural ecosystems.

Yazeed Al-Shammari, Sedrah program manager, said: “CarbonSifr is one of the standout startups in our Sedrah accelerator program, and we’ve been dedicated to providing them with the support they need to succeed within the Kingdom. This partnership with Careem Rides reflects the innovative approach that will drive Saudi Arabia’s transition to a low-carbon future.

He added: “By integrating technology to reduce emissions through everyday services like transportation, they contribute directly to our national sustainability and emission reduction goals. I’m incredibly proud to see our collaboration already bearing fruit, and I look forward to this initiative’s positive impact on the Kingdom’s environmental efforts.”

Onur Elgun, CEO of CarbonSifr, said: “We are incredibly grateful for the unlimited support from our partners Careem Rides and the MEWA’s Sedrah Program. Their innovative thinking and ambition to be trailblazers have helped us enormously with this great initiative in the Kingdom.”

He added: “Through our partnership with Careem Rides, we provide a simple, effective way for individuals to participate in eco-friendly behaviors by removing their CO2 emission impact while supporting MEWA’s tree planting projects in Saudi Arabia. This program is about turning everyday actions into meaningful climate solutions, and we’re excited to bring this initiative to the Kingdom with Careem Rides, and more is yet to come.”


CATRION elevates catering experience at Dakar Rally

Updated 07 January 2025
Follow

CATRION elevates catering experience at Dakar Rally

Dakar and CATRION, formerly Saudi Airlines Catering Company, have partnered for Dakar Rally Saudi Arabia 2025, taking place from Jan. 3–17, across the Kingdom. As both the main sponsor and exclusive catering partner, CATRION is redefining collaboration in global motorsport events.

This partnership reflects CATRION’s commitment to advancing global sports and entertainment with world-class services. It aligns with Saudi Arabia’s Vision 2030, reinforcing the Kingdom’s position as a premier hub for international events, innovation, and economic diversification.

CATRION’s role as the exclusive catering partner will see the company providing more than 9,000 meals daily, supporting over 3,000 participants, staff, and support teams across the rally. Leveraging its expertise in remote catering, CATRION has deployed six mobile kitchens, 34 support trucks, and five food trucks, supported by a dedicated team of more than 165 professionals, including 35 chefs. This robust infrastructure ensures exceptional service delivery even in the most remote and challenging environments.

The Dakar Rally’s approximately 8,000-kilometer route, spanning from Bisha to Shubaytah, highlights Saudi Arabia’s breathtaking landscapes and cultural richness. With more than 5,000 kilometers of special stages, including a 48-hour chrono stage and a marathon stage, the rally exemplifies the spirit of adventure and endurance.

This partnership between Dakar and CATRION not only supports Saudi Arabia’s vision of becoming a global destination for international sports but also enhances the Kingdom’s position as a dynamic hub for sports, entertainment, and innovation. For CATRION, this collaboration represents a significant milestone as it expands its expertise from in-flight catering to large-scale event services and global sports sponsorships.

“Together, Dakar and CATRION are setting a new benchmark for partnerships in motorsport, ensuring an unparalleled experience for participants and spectators alike, while contributing to the growth and visibility of Saudi Arabia as a global leader in sports and entertainment,” a statement said. “This partnership with Dakar and Saudi Motorsport Company highlights CATRION’s innovative approach to supporting high-profile events while reinforcing its commitment to operational excellence, sustainability, and the highest standards of quality.”


Ericsson announces new Customer Unit in Saudi Arabia

Updated 07 January 2025
Follow

Ericsson announces new Customer Unit in Saudi Arabia

Ericsson has announced a new organizational structure for its operations in the Middle East and Africa region. As part of this transformation, the Saudi Arabia market will be served under a newly established Customer Unit, led by Håkan Cervell, vice president and head of CU Saudi Arabia.

This move is part of Ericsson’s strategic ambition to simplify its organizational setup, enhance customer responsiveness, and strengthen local market accountability. 

The newly created CU Saudi Arabia, which will serve all customers in the country, is one of five Customer Units established under the new structure. 

The broader reorganization will optimize resources, accelerate time-to-market, and empower decision-making at country level.

With more than 30 years of experience in the information communication technology industry, Cervell brings proven leadership, business development expertise, and a deep understanding of the region. Since 2022, Cervell has served as the head of CU stc, Saudi Arabia and Egypt, where he played a pivotal role in fostering strong partnerships and advancing digital transformation initiatives.

The establishment of CU Saudi Arabia is part of Ericsson’s larger regional transformation, which includes five Customer Units: CU Saudi Arabia, CU Gulf, CU West and Southern Africa, CU Central and Eastern Africa, and CU MEA North. Each unit is designed to address local market needs with increased accountability and customer focus.

In a press statement, Ericsson said that it remains committed to accelerating digital transformation and supporting Saudi Arabia’s journey toward becoming a global leader in connectivity and innovation.


Al-Habtoor Palace opens doors at Budapest’s iconic Adria Palace

Updated 07 January 2025
Follow

Al-Habtoor Palace opens doors at Budapest’s iconic Adria Palace

Al-Habtoor Group has announced the official launch of Al-Habtoor Palace, Budapest, located within the historic Adria Palace in the heart of the Hungarian capital. This iconic building, originally constructed in the early 20th century, has been a landmark of architectural elegance and cultural significance. It has been reimagined into Al-Habtoor Palace to deliver an elevated luxury hospitality experience that combines timeless grandeur, sophistication with modern luxury.

Positioned as “A Jewel of Dubai Hospitality,” Al-Habtoor Palace marks a significant milestone in the group’s vision to bring Dubai’s renowned luxury and excellence to Europe. Guests can now enjoy a unique blend of refined amenities, bespoke care, and world-class standards that have earned Al-Habtoor Hospitality a distinguished reputation in the UAE and globally.

Inspired by the success of Al-Habtoor Palace Dubai in Al-Habtoor City, a symbol of sophistication and grandeur, the Budapest property offers the same unmatched levels of personalized service and luxury, while embracing the rich heritage of Adria Palace, a cornerstone of Budapest’s cultural legacy.

Khalaf Ahmad Al-Habtoor, founding chairman of Al-Habtoor Group, said: “The introduction of Al-Habtoor Palace in Budapest reflects our vision to expand our homegrown luxury brand to Europe. Nestled within the historic Adria Palace, Al-Habtoor Palace represents the pinnacle of hospitality while offering an unforgettable experience in one of Europe’s most vibrant cities. This marks the global debut of our ultra-luxury Al-Habtoor Palace brand from Hungary, the jewel of Central Europe, and a significant milestone for our group.”

Now welcoming guests, Al-Habtoor Palace, Budapest offers a unique stay as a beacon of luxury and sophistication, seamlessly blending the historical charm of Adria Palace with the renowned warmth and excellence of Dubai’s hospitality.


Rotana Group partners with MRC, ushering in new era of precise analytics with KSA TAM

Updated 07 January 2025
Follow

Rotana Group partners with MRC, ushering in new era of precise analytics with KSA TAM

In a groundbreaking move to empower the media sector and enhance the quality of television and digital content in Saudi Arabia, Rotana Group, one of the region’s leading media companies, has announced a strategic partnership with the Media Rating Company. This partnership introduces the adoption of the KSA TAM system, a cutting-edge tool for audience measurement and media performance analysis.

This agreement highlights Rotana’s dedication to utilizing data-driven insights to elevate viewer engagement and streamline media production processes. By partnering with MRC, Rotana will benefit from cutting-edge measurement and analytics tools, empowering data-informed strategies for optimizing channel and content performance.

This move aligns with the General Commission for Audiovisual Media’s decision to adopt KSA TAM as the official national benchmark for audience measurement in Saudi Arabia. It reflects Rotana’s dedication to employing licensed, accurate data to deliver unparalleled insights into audience viewership across its channels.

The KSA TAM system is a state-of-the-art data integration solution that provides granular insights into audience behavior. The system tracks viewership during regular hours, prime time, and special slots, offering minute-by-minute analysis of audience engagement with programs and ad performance. By ranking channels based on audience share and viewership, it empowers advertisers to optimize their media strategies effectively.

Advertisers will gain valuable insights through detailed post-campaign analyses, covering metrics such as reach, frequency, CPM (cost per thousand impressions), GRP (gross rating points), and cost per GRP. With its ability to capture natural viewing habits across TV and digital platforms, the KSA TAM system empowers the development of comprehensive, audience-focused media strategies driven by content preferences.

Starting January, five of Rotana’s flagship channels will be measured using the KSA TAM system, providing precise data on audience engagement, content consumption patterns, and advertising effectiveness.

This partnership comes as MRC nears the completion of its pilot phase for audience measurement using smart devices. The agreement showcases years of dedication by MRC to developing advanced tools that meet global standards, offering precise analytics to support media decision-makers in refining their strategies.

Princess Lamia bint Majid Al-Saud, CEO of Rotana Media Group, said: “This partnership is a strategic milestone for Rotana channels. The KSA TAM system enables advertisers and content creators to deeply understand audience preferences and deliver content that meets their expectations. It also provides advertisers with accurate insights into target demographics, enhancing advertising strategies and strengthening Rotana’s ability to effectively connect brands with their audiences.”

Bandar Al-Mashhadi, CEO of MRC, added: “We are proud of our partnership with Rotana, a company committed to delivering exceptional local content that resonates with audiences. This agreement comes at a pivotal time as we approach the final stages of piloting smart device audience measurement. It represents the culmination of years of dedication to developing advanced measurement tools and data analytics that elevate the media ecosystem.”

He added: “This agreement is a landmark moment in our journey toward providing innovative solutions that support the media industry. The adoption of KSA TAM as a standard metric reflects our commitment to delivering modern measurement tools that align with global benchmarks. Our collaboration with Rotana highlights this dedication, supporting local content while meeting audience expectations and enhancing the Saudi media sector’s regional and global standing.

“Rotana Group boasts diverse content, including films, talk shows, music, and other outstanding productions. This partnership offers a significant opportunity to analyze and refine this content, ensuring maximum value for viewers.”