As Michael Schumacher crossed the finish line at the US Grand Prix, there was only one thought that crossed my mind: Ferrari isn’t what it used to be.  And that’s not just in the course of Formula One either—it’s the brand in general.

Before anything else, I have to admit that Ferrari was one of those brands that introduced me into the magic of automobiles.  It wouldn’t be too far from the truth if I told you I had posters of the Testarossa and Daytona on my bedroom wall.  I too went gaga over the beautiful lines of the 25GTO and have a couple of scale models scattered about the house.

However, that I’m old enough to appreciate other makes and models, I now know better.  I wouldn’t want to spend my own hard earned money on a Prancing Horse, especially the newer, “friendlier” ones.  Aside from being too overpriced for their own good, the appeal of the brand has, for me, degraded during the past few years.

Ferrari was once known as a brand of mystique.  It was the car that was sexy and fast, but beyond that, few really appreciated. “Tifosi” meant that you have to understand not just the cars but the men and the passion behind them.  But now, after Ferrari has launched its juggernaut of a marketing campaign, everything can be turned into a Ferrari.

A trip to the local shopping mall will reveal Ferrari shoes, laptops, steering wheels, stickers and watches--and I’m just talking about the legitimate stuff here.  Sometimes, you’ll see bootleg posters, bags and other stuff emblazoned with the now familiar logo.  And in effect, now everyone who wears a Ferrari shirt and knows a person named Schumacher, calls himself a Tifosi.

And while marketing punters will say that this move is beneficial for Ferrari--especially for the development of new models and their motor sports program, I say otherwise.  Although collective wisdom will say that it’s good to have a huge quantity of fans, it’s also good to maintain a high level of quality.  Ferrari should have remained somewhat cautious in the type of fans it has, especially now after Schumacher’s empty victory in Indianapolis.

Long time Formula One and Ferrari fans, such as myself, already see the Italian team’s decision to run alongside the tail-end of the grid (Jordan and Minardi), as an all-time  low for Maranello.  But, what’s scarier is what the new breed of Tifosi would think?  What would the Joneses who sport chests emblazoned with the Pracing Horse come race day think?

Ferrari has sold out, and its merchandising is diluting the brand.  If Maranello stayed true to their loyal fans, then they would certainly forgive Todt and Montezemolo for deciding to run at the US Grand Prix.  But after seeing the sea of red simultaneously doing the thumbs down, demanding their money back—the question now is: who’s going to pay for Schumacher’s bonus?

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