Don't mess with Ferrari

Luca Ciferri is Editor of Automotive News Europe.Luca Ciferri is Editor of Automotive News Europe.
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Give credit to the organizers of the Geneva auto show, they know better than to mess with Ferrari. From 8:00 until 14:45 on the first press day, March 5, there will be two simultaneous auto company press conferences every 15 minutes.

The one exception in the schedule is 11:45 to 12:00. That's when Ferrari CEO Luca Cordero di Montezemolo will unveil the automaker's new limited-edition supercar.

Ferrari has been extremely secretive about the Enzo's successor. We don't even know the car's name and official photos will not be released until noon, when the press conference is over. If there are no information or photo leaks, the new 900-plus hp, 1.2-million euro supercar will have a true premiere on Tuesday.

It's the must-see moment of the show so putting some poor other company against Ferrari would have been crazy.

After Ferrari is done, the double press conferences resume, forcing journalists to pick one automaker over another.

One of the more interesting duels on Tuesday happens at 11:00 when Lamborghini and Alfa Romeo both have the spotlight.

Another dilemma comes at 13:00 when one has to choose between going to Nissan's press conference, where it will show crucial models such as the new Note small minivan, or stopping by Pininfarina stand to watch it unveil a stunning Ferrari-based two-seat barchetta named after the company's legendary chairman, Sergio Pininfarina, who died last year.

The day of hard decisions will be followed by a day of no decisions. After packing 67 press conferences into the first press day there are just five on Wednesday -- and none involves an automaker. Makes you wonder whether it still makes sense to say that the Geneva auto show actually has two press days.

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