Ferrari has opened the doors of its second museum, ‘The Ferrari Myth’, in the Italian Centre at the Shanghai Expo Park in China.
The new Chinese exhibition was opened by Ferrari vice chairman and son of founder Enzo Ferrari, Piero Ferrari and joins the original Maranello-based Galleria Ferrari – the largest museum dedicated to the Prancing Horse brand.
The exhibition open to the public covers 900 square metres and will be continually updated throughout its three-year run to document the evolution of the company and its products. The aim is to introduce the Chinese people to Ferrari, allowing them to experience first-hand the history, cars, technologies and passion of the iconic Italian marque.
The centrepiece of the exhibition is a specially selected group of five significant Ferraris: a 348 TS, the first Ferrari to enter the Chinese mainland market, 275 GTB4, 365 GTB4 Daytona, 750 Monza sports prototype and Ferrari’s first four-seater four-wheel drive the Ferrari FF. Also on display are two Formula One single-seaters, a series of Ferrari steering wheels, and a simulator providing visitors the opportunity to experience lapping the Monza Circuit in a Ferrari Formula One car.
“It has always been our wish to share Ferrari’s unique history and culture with the people of China who have shown great affection for the Prancing Horse and with whom we share core values such as respect for tradition and a tenacious spirit of innovation,” Ferrari said.
The Ferrari Myth is the first time the company has organised such a long-term, broad-ranging exhibition outside of Italy, confirming China’s importance to the manufacturer as a key market. In 2011, the Greater China region became Ferrari’s second-largest market worldwide selling a total of 777 cars with Ferrari already establishing a sales and service network in 15 major cities in mainland China, it is expected to expand even further over the next two years.