I may be going out on a limb here, but I would guess that something like half of the men in the developed world have drawn, sketched or doodled a Ferrari at some point in there lives. Given this seemingly inborn tendency, you’d think that young, ambitious design students would jump into a Ferrari design challenge with shockingly distinctive, radically passionate, heart-wrenchingly beautiful designs, matured by years of fixation on the most aspirational sportscar brand in the world. And yet… many of the designs at the Ferrari World Design Challenge 2011, depicting a “Ferrari of the Third Millennium,” seem like they could be any brand’s “car of the future.”
Some may put this down to the fact that these are design students, not the trained teams that come up with Ferrari’s current designs, but I have another explanation: good design, even for something as frivolous and over-the-top as a Ferrari, has to have function at its core. But what is Ferrari’s function in our uncertain future? What is Ferrari without V-12s? Where does performance go in the next millennium when the current “base” Ferrari hits 60 MPH in just over three seconds? How can a brand like Ferrari maintain its exalted position without breaking down major performance barriers in each generation? Rather than knocking these students for their sometimes-disappointing designs, let’s take a moment to appreciate just how tough their task is.






























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