Following the rather inauspicious introduction of Ferrari to China recently, when an driver decided to burn-out on one of the country's historic landmarks, the Italian company was hoping to put the controversy behind it when opening the Ferrari Myth exhibition at the Italian Center of the Shanghai Expo Park.
The inauguration ceremony was attended by the company's Deputy Chairman Piero Ferrari, along with representatives of both the Chinese and Italian governments.
The exhibition will be open to the public for three years, aiming to introduce the Chinese people to Ferrari, including its history, technologies and passion for the Prancing Horse.
"For millions of people around the world, Ferrari represents the pinnacle of Italian culture," declared Piero Ferrari. "It is a symbol of passion, success and the constant pursuit of excellence. It has always been our wish to share Ferrari's unique history and culture with the people of China."
China is now a key market for Ferrari and this is the first time the company has organized such a long-term exhibition outside of Italy. It will be continually updated throughout its run to document the evolution of the company and its products.
In its first 12 months, the exhibition will be divided into five areas: Ferrari in China, Green, Product, Design and Racing. The text, images and videos, as well as the large number of priceless objects that have been brought in from the Ferrari Museum in Maranello, will provide a vivid depiction of Ferrari's glorious history. The centerpiece of the exhibition consists of five Ferraris selected for their special significance: the 348 TS as the first Ferrari to enter the Chinese mainland market, a 275 GTB4, a 365 GTB4 Daytona; the 750 Monza sports prototype and the FF, Ferrari's first four-seater 4WD model.
The racing heritage is represented by two Formula 1 cars and a simulator in which visitors can experience the exhilaration of a fast lap of the Monza Circuit.
Since the first Ferrari came to the Chinese market in 1992, the brand has benefited from China's economic success. In 2011, the Greater China region became Ferrari's second-largest market worldwide with a total of 777 cars sold. Ferrari has already established a sales and service network in 15 major cities in mainland China and is expected to expand further over the next two years.
Ferrari has also introduced a series of customer experience projects for Ferrari owners in China. These include the Corso Pilota driving course, the Ferrari Owners' Club and the Ferrari Asia Pacific Challenge.