Ferrari apologizes over Nanjing, China stunt that left marks on ancient wall

Article by Anita Panait, on May 14, 2012

Ferrari’s publicity stunt in Nanjing, China to celebrate its 20th anniversary in the country was planned to be an outright success, with dreams of boosting the reputation of the Italian sports car maker even further. But after the stunt, Ferrari woke up to a public relations nightmare. The stunt involved having a special edition $954,000 458 Italia, with tires squealing, performing donuts on top of a 600-year-old city wall that dates to the Ming dynasty.

News reports indicate that the stunt left ugly black tire marks on the ancient wall, sending cleaners to remove the stain but without much success. According to Ferrari China, the stunt was an unauthorized action made by staff of Kuaiyi Automobile, a local Ferrari dealer in Nanjing. In an apology, Ferrari China said it always respected Chinese traditional culture and values the protection of historical and cultural relics, adding that it “deeply regrets the incident." 

The incident earned the ire of Chinese netizens, especially that luxury cars are viewed by some as symbol of excess in a country where the wealth gap is a sensitive issue. A Nanjing blogger said that as a result of the disrespect brought by Ferrari, the Italian car maker does not deserve to stay in the city. The Yangtze Evening Post disclosed that the Nanjing official who gave permission to Ferrari to use the wall for publicity was sacked for "incompetence and mismanagement."

If you liked the article, share on:

Comments

Recommended

You probably heard about Ford’s CEO Mark Fields’ departure from the company. Fields has spent almost three years with the company, and now, he is going to be replaced by...
by - May 28, 2017
A racing team is claiming that it has managed to break the lap record in its category in the ever-demanding Nurburgring circuit in 2016 while driving a road-going Volvo S60...
by - May 27, 2017
Aside from the officially confirmed BMW 8 Series, the next generation BMW M5 (F90) is getting a lot of attention from the fans, enthusiasts and even potential customers around the...
by - May 27, 2017
Automobili Lamborghini’s preparations for the production of its first ever sports utility vehicle, the new Lamborghini Urus, has reached new grounds as the Italian carmaker is disclosing plans to construct...
by - May 26, 2017
The upscale version of the GMC Yukon body-on-frame sport utility vehicle – the GMC Yukon Denali – has been refreshed for the 2018 model year. It now sports a new...
by - May 26, 2017
Facebook

Youtube Channel

Tip Us
Do you have a tip for us?
Did you film an important event?
Contact us
Newsletter
Subscribe to our newsletter!
Subscribe
Galleries