Key Takeaways
- Ferrari is removing built-in satellite navigation from certain models.
- The automaker argues that screen-mirroring technology makes it easier to use Google or Apple Maps.
- Ferrari says customers don’t use their vehicles everyday, so forcing them to learn a new navigation system could prove frustrating.
Ferrari will soon remove a luxury feature that is standard on much cheaper vehicles from its models, reports Drive. While the automaker is fighting hard to keep the V12 alive, the Prancing Horse is letting go of built-in satellite navigation in certain models. Why? The brand argues that it’s no longer necessary thanks to advancements in screen-mirroring technology.
Speaking to Australian media, Emanuele Carando, head of product marketing at Ferrari, said that customers prefer Apple or Google Maps anyway: “We did this because we think the phone, and the fantastic mirroring of the phone, is the most user-friendly possibility, and [the] most updated system. Our cars are not used on an everyday basis, and we don’t want our clients to learn every time [they drive their Ferrari] what kind of system they have to use.”
Ferrari
Ferrari is an Italian manufacturer of sports cars, supercars, and luxury grand tourers founded by and named after Enzo Ferrari in 1939 – originally as Auto Avio Costruzioni due to legal complications with Alfa Romeo. Ferrari famously only produced roadgoing sports cars as a means of funding its racing exploits, which include multiple F1 World Championships and wins at Le Mans and various other prestigious races. Today, Ferrari is one of the most valuable brand names in the world, limiting production of its highly-sought-after models to maintain desirability, which is in no short supply when they’re powered by some of the world’s most advanced V6, V8, and V12 engines.
- Founded
- 1939 (as Auto Avio Costruzioni)
- Founder
- Enzo Ferrari
- Headquarters
- Maranello, Italy
- Owned By
- Publically Traded
- Current CEO
- Benedetto Vigna
No Satellite Navigation In A $400,000 Car?
While we understand the rationale behind the change, we don’t see why Ferrari can’t continue to offer built-in navigation alongside Apple CarPlay and Android Auto. Vehicles like the 12Cilindri and Purosangue carry a hefty price tag – the latter is $400,000 before options – so omitting navigation feels like penny-pinching.
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It’s worth noting that Apple CarPlay and Android Auto have only recently been made standard on Ferrari cars. Before, customers had to fork out ridiculous amounts of cash for these convenience features. Apple CarPlay used to be a $4,200 optional extra; four thousand two hundred dollars for a feature that is standard on a $16,695 Mitsubishi Mirage? That’s a bit much.
Ferrari Betting Big On Apple CarPlay And Android Auto
In all fairness, many car owners – even those with standard navigation – don’t use the vehicle’s system. The latest iteration of Apple Maps and Google Maps is so user-friendly and intuitive that most people use these apps via CarPlay or Android Auto instead. Still, a vehicle with a six-figure price tag should have standard navigation. But Ferrari won’t be offering it, even as an option.
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A new version of Apple CarPlay is on the way. Apple promises greater integration into the vehicle’s screens, with the mirroring app expected to take control of all the screens within the cabin. Perhaps this will allow Ferrari to give Apple Maps an OEM look, as brands can customize the interface to their liking. While the Maranello-based brand is betting big on screen mirroring, other brands refuse to implement these features in their vehicles. Rivian, for example, does not offer these systems in its EVs, and General Motors announced last year that it would phase out Apple CarPlay and Android Auto in favor of an in-house-developed interface.
Source:
Drive
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