The Key to Ferrari

To reimagine key aspects of the Ferrari ownership journey, interviews with owners revealed emotional milestones that shaped the design of the vehicle access experience. Central to this was the Amuleto—a symbolic object delivered at the time of order, featuring a marble insert referencing the pink stone at Enzo Ferrari’s Modena home. It marks the beginning of ownership and builds anticipation during the typical 18-month wait for delivery.

Crafted with materials tied to the specific vehicle, the Amuleto evolves with the car: the final version incorporates remote functionality and emergency access.

The Ferrari Roma carries this philosophy forward with its minimalist, leather-wrapped key. This elegant, prancing-horse-emblazoned token integrates seamlessly with the vehicle interior and supports keyless entry and ignition.

By merging tradition, material richness, and cutting-edge technology, the Amuleto experience strengthens the emotional connection with the Ferrari brand from the first touch.