Ferrari announced that it will build another amusement in addition to the Ferrari World park in Abu Dhabi. Set for development in Spain, the so-called Ferrari Land theme park will open in 2016 inside the PortAventura resort outside of Barcelona. Apparently Disney Land and Disney World have Italian relatives they didn’t even know about.
The planned 75,000-square-foot amusement park will boast Europe’s tallest and fastest vertical accelerator ride. Also in the works is a luxury five-star hotel with 250 rooms, restaurants, and a driving simulator.
“After the success of Ferrari World in Abu Dhabi, we received many, many requests to develop new amusement parks,” said Ferrari brand CEO Andrea Perrone in a statement. “We will continue to evaluate other proposals for theme parks outside Europe at our leisure: the brand is our most important asset, and we have to enhance its value without diluting it.”
Despite fears from loyalists that Ferrari is doing just that—diluting its identity and value—the Italian company looks to continue growing its brand presence. These efforts already extend way beyond Formula 1 and selling exotic cars. In addition to the limitless barrage of Prancing Horse-branded clothes and accessories for fans, actual clients can, for example, restore their old Ferraris at the factory’s Classiche department or sign up to race for a season in an F430 Challenge.
While perhaps unpopular among more old-school enthusiasts who think that its performance heritage and racing pedigree should quietly speak for itself, Ferrari may be right to increase the scope of its brand in today’s market. If the revenue from these parks goes toward building sensational supercars like the LaFerrari, we don’t mind waiting in line to ride the Scuderia coaster.