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Opinion
Mark Gilbert

Ferrari Will Never Let Robots Drive Its Ferraris

The Italian sports-car maker is resisting elements of the technological revolution engulfing the auto industry.

The golden age of motoring. Long may it continue.

The golden age of motoring. Long may it continue.

Photographer: David Paul Morris/Bloomberg

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The auto industry is set to be transformed by the shift to electric vehicles from internal combustion engines and the introduction (any day now, trust me on this one) of fully self-driving automation that will turn drivers into passengers. Ferrari NV is reluctantly (and slowly) participating in the former, but it’s resolutely against letting artificial intelligence get behind the wheels of its sports cars. “The AI guys had a ride with our test driver,” Ferrari Chief Executive Officer Benedetto Vigna said this week. “When they got out from a Ferrari they told me, ‘OK, Benedetto, our presentation is useless. No customer is going to spend money for the computer in the car to enjoy the drive.’”