Canada gets Ferrari's first North American driving school

The cars at Mont Tremblant might have F-1 DNA in them, but Mattiacci makes it clear that the goal is "not to create F1 drivers but to give the customer base an understanding of our technology, with the main focus of safety so they can learn to enjoy our products."

(Photo: Ferrari North America)

The Ferrari Driving Experience may take place on a racetrack, Mattiacci says, but the program "is about learning to control your car, and about driving a Ferrari safely. When you leave the track, you will be ready to face different driving situations with an enhanced sense of awareness and greater precision in your driving skills."

In Mattiacci's view, the goal is to "exceed the expectations of our customers,", and that comes back to that "sei-stella" experience in the dealership as well as in the environs of Mont Tremblant.

Essentially, every car that rolls out of the factory in Modena headed for Canada is unique, which mirrors the way the brand's customers tend to think about themselves. Heaven forefend they might have to share the spotlight at the valet parking entrance with a car that looks just like theirs.

(Photo: Ferrari North America)

So Mattiacci and his dealers are willing to do pretty much whatever it takes to make North American customers happy (no one spends more on customization than they do, you see), with extra features or exterior color schemes that match a purse or a pair of eyes or whatever.

This is why it's not uncommon for a buyer to drop an extra $100,000 on a new Ferrari to make sure it makes its owner happy, and why it's not a surprise that this new driving school is going on in North America this year.
photo:Ferrari North America