Lewis Hamilton at Ferrari in Maranello: this was John Elkann’s dream. As widely expected, last Monday, the headquarters at Via Abetone Inferiore 4 became the center of the world, at least as far as motorsport is concerned. The British driver’s first “operational” day was an opportunity to meet the workforce of the Prancing Horse, under the watchful eyes of the entire top management of the red team. Present in full ceremonial fashion were the leading figures of the historic Maranello company: President John Elkann, chief executive officer Benedetto Vigna, and Team Principal Frederic Vasseur.
The seven-time Formula 1 world champion appeared visibly moved by the welcome and by discovering the inner workings of the company that not only produces the most famous cars in the world but is, in the sporting realm, the ultimate factory of dreams, regardless of success on the track. That success in the top category has been absent since the time when Lewis Hamilton was taking his first steps in Formula 1, astonishing the world with his immediate ability to fight for the title as a rookie, competing against Fernando Alonso.
What is certain is that all the members of the Italian team were swept up by immense enthusiasm, which Ferrari will do everything to channel as a catalyst for the championship hopes of Lewis Hamilton and Charles Leclerc, who was also discreetly present. Moreover, Ferrari’s meticulous attention to every single detail in communication and image highlights the scale of the event, as well as the enormous expectations this partnership will inevitably be required to meet. Nothing less was expected from this initial point of contact.
Times change, as does the way of communicating with the outside world. We know this well. Nevertheless, no Ferrari driver has ever been given such a welcome as a new arrival. After all, the Italian F1 team had never signed a driver with so many accolades. Not even Michael Schumacher, when he arrived in 1996, had achieved Lewis Hamilton’s milestones. The most powerful message of the day is subliminal yet very clear to those familiar with the history of the most decorated team in the world.
John Elkann’s presence, acting almost as a shadow for Lewis Hamilton at every step, even as he greeted fans outside the Prancing Horse’s headquarters, “betrays” the heir of the Agnelli family’s desire to claim (and remind everyone of) the parenthood of the signing of the British champion. Beyond the guaranteed return on investment from the colossal marketing and merchandising machinery, with the “Lewis Hamilton deal” the grandson of lawyer Gianni Agnelli seeks to etch his name into the legendary history of Ferrari.
For those with a few gray hairs, it is well remembered that the lawyer, a staunch Juventus supporter, was not accustomed to attending the major events of the red team. However, he made an exception during the 1996 Formula 1 racing campaign when the first Ferrari of Michael Schumacher, the not-so-competitive F310, was unveiled. On February 15, 1996, Gianni Agnelli hosted the event under a marquee set up in Fiorano. He took the stage during Michael Schumacher’s first official appearance and, in his unique style, conveyed the magnitude of the investment and the high expectations.
“Certainly, Michael didn’t come to us for a crust of bread.” These were the words of John’s grandfather. The current Ferrari president has little in common with his illustrious ancestor. However, the arrival of Lewis Hamilton seems like a nostalgic attempt to retrace his grandfather’s footsteps. It undoubtedly sends a subliminal message to all managerial levels of the Ferrari Racing Department: now that the Prancing Horse has a driver who has won everywhere, more than anyone else, there can no longer be excuses for not seizing the Formula 1 world championship.
The car must live up to the seven-time world champion and Charles Leclerc, who, in his seventh season with the Italian team, has a unique opportunity: to win his first world title by defeating the driver who rewrote Formula 1’s records. Last Monday might be remembered as the day marking the dawn of a new golden age for Ferrari or, at worst, another grand vision without a happy ending. Those who care about the fate of the red team hope to be at the dawn of a new era of victories, regardless of who will lead the historic Italian team to success as envisioned by president John Elkann.
— see video above —
Leave a Reply