Ferrari World Abu Dhabi is to open next year and promises to offer “an intense multi-sensory experience”. If it does deliver on this, I’m convinced it will be a success.

Ironically, it is thought, that through its 28 branded stores around the world and a website selling merchandise such as Ferrari-branded clothing, watches, briefcases, stationary and model cars, that Ferrari makes more money on merchandise, than it does selling the cars!

However, the theme park is not the only extension afoot. Ferrari are also going into bed with their sister brand Fiat to create a Ferrari branded Abarth 500. Will the Ferrari 500 Abarth devalue the brand? Only if they give into temptation and make too many…