Montezemolo was in the UK to talk to the media, in particular the BBC, and to automotive businesses and organisations. One of the main themes covered was Ferrari’s role in the world automotive industry and the outlook for the sector given the fuel consumption and emissions commitments now in place. “Ferrari is synonymous with driving emotion, beautiful design and ongoing technological innovation, characteristics that are shared by all of our models. One of the focuses of our constant drive for technological innovation is emissions reduction,” declared Montezemolo. “So far, we have achieved significant results that will continue to improve as time goes on. In fact, we’ve already unveiled an innovative 12-cylinder hybrid based on our experience with KERS in Formula 1.”

The BBC journalists also commented on Maranello’s consistently growing sales and how output held steady during the year when the world economic crisis was at its most severe. Montezemolo explained this phenomenon by commenting: “We aren’t changing the company strategy of always building fewer cars than the market demands”. This strategy ensures Ferrari maintains the brand’s exclusivity.

In that regard, the Ferrari President also announced that the brand will launch in India by the end of 2010, further confirmation of the crucial role that the emerging markets are playing for the company which exports more than 90 percent of its cars. The India is a significant growth market and Ferrari will be playing an important catch-up as rivals Lamborghini have been represented for almost five years while other luxury brands, such as Bentley, are also present in the country.

Montezemolo also painted a picture of Ferrari as very much in tune with the times and market demands, a company both conscious and proud of its tradition but also one looking to the future to ensure that it never stands still.

When questioned on Italy’s economic situation, the Ferrari President reiterated his huge faith in his nation and his fellow Italians’ ability to tackle all the urgent problems. One journalist pointed out that Montezemolo’s own reputation in Italy is on a par with the prime minister’s and then asked if he would consider running for that particular job, but the Ferrari President merely smiled and said “I really don’t think so”.

Later, in the evening, Montezemolo met with the UK’s specialist car sector media, in the run-up to the launch of an exclusive “open-top” version of the 599 of which a very limited number will be built. “This is a very unusual car and it will certainly surprise you. It’s only going to be available to a very select number of clients who’ve been asking us for an open-top version of the 12-cylinder for quite some time now. We won’t be unveiling it at a show though. Instead we’ll be organising private presentations.”

With regard to the adoption of new technologies, including those focused on fuel consumption reduction, the Ferrari chairman confirmed the Prancing Horse’s interest in hybrid cars and stressed that Maranello’s engineers are working on all fronts. When asked for details on V6 or turbo engines, Montezemolo commented that, technologies aside, what will continue to drive emissions and fuel reductions for Ferraris will, as always, be innovation, extreme technology and a constant exchange of information with Formula 1, aimed at maintaining the sportiness and driving pleasure that make Ferraris unique.