Imitation, so they say, is the sincerest form of flattery. Except they don’t – that quote, generally attributed to playwright Oscar Wilde, is usually taken out of context, and in full goes: “Imitation is the sincerest form of flattery that mediocrity can pay to greatness.” Ferrari, evidently, has taken Wilde’s original mantra to heart in its quest to make sure its brand is protected with the utmost caution.
The company has revealed an infographic on its social channels providing a breakdown of some of the 400,000-plus items it oversaw the destruction of throughout 2023 for their unauthorised use of Ferrari branding.
Around a quarter of these were items of clothing, with 100,351 unlicensed Ferrari garments destroyed. Glasses (the ones you see through, not the ones you drink out of) are next, with 91,229 pairs meeting their end; followed by 60,903 watches and 57,503 wallets.
At the lower (and slightly more unexpected) end of the scale were 872 unlicensed model cars, 1,092 balls (sports unspecified) and 800 scooters. Perhaps most remarkably, though, Ferrari managed to oversee the cube-ification of three entire counterfeit cars.
The Ferrari replica is nothing new, as various small companies and amateur builders try to recreate the Ferrari look with much more humble underpinnings for those who can’t afford the real thing. Some are remarkably good, and could comfortably pass for the real thing to the average non-enthusiast. Others… aren’t.
Ferrari F355 replica
Ferrari itself, though, is cracking down even further on those that try to cash in on its unbelievably valuable brand. It actually offers a reward scheme for anyone who spots and reports unlicensed Ferrari merch being sold in commercial settings. Those who send details of the sellers of counterfeits are eligible to receive an unspecified ‘gift item’ – presumably some genuine Ferrari wares, although we’re not sure you’ll get a real 296 for grassing up the seller of a fake one.
This scheme only applies to commercial entities selling unlicensed gear, though. If you’re hacking up a Toyota MR2 in your garage to turn it into an F40 lookalike, you’re probably safe from some Italian lawyers turning up at your door and sending it off to the crusher. Probably.
Both images: SG2012, CC BY 2.0
