America could be getting a new theme park with Ferrari’s name stamped on it.
The Italian automaker is reportedly planning to build more of its brand name theme parks and the next one could be built right here in North America.
The exotic automaker opened Ferrari World – its first theme park – in 2010 on Abu Dhabi’s Yas Island. It’s next to the grand prix racing circuit and where Warner Bros. will soon open its own theme park. Ferrari is currently building its second theme park in Barcelona, Spain and says it plans to build its third park on mainland China.
If you’re counting, that makes North America fourth on the list. Although there is no official list of sites, or a timeline, some believe Orlando could end up with it since the area already attracts a high-income crowd.
Ferrari’s current theme park features, what else, but racing-themed attractions and virtual test tracks, along with roller coasters. The trademark red of the brand’s Formula 1 cars features prominently in the developments.
So why is Ferrari expanding its theme park business? It’s all part of the company’s efforts to position itself as a luxury lifestyle brand as much as an automaker and racing team.
Ferrari already has a network of retail stores to sell its branded clothing and merchandise. Ferrari shareholders have also recently approved the appointment of several new board members from luxury brands, including Louis Vuitton Moet Hennessy and the Mandarin Oriental Hotel Group.