The recent board room shuffle at Ferrari has a lot of people worried that Ferrari is about to embark on a dark path that ends with the prancing horse on a grille of an SUV or even worse, a crossover. The image is a hard one to accept but there is a strong precedence that great things can happen when brands think outside the box. Many of our favorite products, services and entertainment options exist today thanks to iconic tech and Silicon Valley companies that expanded their portfolios by entering previously foreign to them markets. Apple was a computer company first with limited success in other areas before it entered the portable player and phone business, the rest is history. Netflix was a DVD rental company before it started streaming and creating its own shows. Likewise, Amazon mailed physical boxes before creating its own products and digital services. Google was simply a search engine that has since touched just about everything and is even flirting with the auto industry. Even the comparably conservative Microsoft has expanded past software to much fanfare.
If Lamborghini goes through with the Urus it should not be faulted for creating an SUV, it should only be judged if it does not create the sharpest looking and best performing SUV out there. Likewise, Bentley should only be criticized if it does not produce the most luxurious SUV experience out there. Having already ventured off-road Porsche shows that sports car brands can certainly deliver the best driving experience in their new respective segments. Though perhaps it's best not to force your iconic design so strongly. The financial stability generated by the Cayenne has allowed Porsche to invest in its sports cars and indulge in dream machines such as the Carrera GT and the 918 Spyder. If automotive history is any indication we should all be grateful that Porsche and Lamborghini were not afraid to branch out beyond their humble origins in air conditioners, tractors and bugs.
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