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The battle against counterfeit luxury goods continues to rage on, and Ferrari is determined to fight it despite the numerous fakes it discovers. In 2023 alone, the renowned Italian automaker tracked, seized, and destroyed over 400,000 counterfeit items, including three complete car models, according to recently released data from the company. Although specifics about these fake cars were not provided, they surely had to be of high quality to catch Ferrari’s eye.
Carlo Daneo, Ferrari’s General Legal Counsel, stated, “Counterfeiters are becoming increasingly skilled.” He emphasized that, beyond fake merchandise such as T-shirts and hats, there are individuals who cleverly create fake Ferrari cars to sell at inflated prices.
Ferrari, as one of the world’s most coveted brands, attracts attempts at counterfeiting. The company remains committed to maintaining the integrity and authenticity of its brand and products.
Daneo explained that some counterfeit creators begin with a genuine Ferrari chassis but manufacture the body of a more expensive model over it. These replicas can be so convincing that they end up at high-stakes auctions. If Ferrari detects a counterfeit, the car is removed from the market. Unfortunately, this isn’t always effective, resulting in the need for Ferrari’s repossession team to visit unsuspecting buyers—a situation that can be distressing for all parties involved.
“Sometimes, the person holding a fake Ferrari initially has no intention to destroy it, especially after spending a substantial amount on it,” Daneo noted. “At that point, our responsibility is to enforce the rules and make buyers aware of the legal ramifications they may face.”
Ferrari also closely monitors any modifications made to authentic vehicles. Daneo clarified, “Anyone who alters a Ferrari must understand that such a car will be disqualified from official events and that, if the changes affect the vehicle’s technical specifications, those modifications may not be covered under warranty. In severe cases, they could even jeopardize its roadworthiness.”
For less esteemed brands, this level of scrutiny might seem excessive, but Ferrari, which caters to a niche market, has every right to be selective about its branding. While high-end cars are often the focus of counterfeiting, more affordable items like hats, sunglasses, accessories, and Formula One merchandise are frequently faked. Counterfeiters will even place the Ferrari logo on unconventional items, including refrigerators—though the appliance is genuine, it is still a fake Ferrari product.
To further combat counterfeit goods, Ferrari launched an anti-counterfeiting reward project last year. This initiative encourages registered users to report non-authentic Ferrari products, offering legitimate compensation for information leading to the identification of fakes.
Daneo reported that the rewards program generates daily reports of trademark violations, leading to a challenging verification process. However, he expressed satisfaction with the commitment shown by employees and fans alike in this critical fight. Ironically, while imitation is said to be a form of flattery, in this case, it is fundamentally deceptive..
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