How Ferrari Spins: Revisiting the Post That Redefined Automotive PR

In celebration of Jalopnik’s 20th anniversary, it’s worth revisiting one of the most pivotal and controversial posts in the site’s history. “How Ferrari Spins”, originally published on February 15, 2011. This article, written by automotive journalist Chris Harris, remains a cornerstone in the conversation about brand management, public relations, and the relationship between automakers and their audiences.

In this retrospective, We will examine Ferrari’s esteemed reputation, the origins of the post, the incident that ignited it, Ferrari’s response, and the enduring influence of Harris’s audacious commentary.

Ferrari is synonymous with luxury, performance, and exclusivity. Over the years, the Italian marque has cemented its position as one of the most prestigious automotive brands in the world, revered for its engineering excellence and its illustrious racing pedigree. Ferrari’s road cars, from the 250 GTO to the LaFerrari, are celebrated for their performance, design, and technological innovation.

However, Ferrari’s reputation extends beyond the cars themselves. The brand’s careful curation of its image, particularly through selective marketing and PR strategies, has played a significant role in establishing it as the epitome of automotive perfection. Ferrari has been meticulous about its public image, often engaging in calculated interactions with fans and media alike. For much of its history, Ferrari maintained a veil of exclusivity and mystique, carefully controlling its narrative and ensuring that its relationship with its fanbase was one of admiration, not scrutiny.

Chris Harris, a well-respected automotive journalist and one of the most outspoken critics of Ferrari, found himself frustrated by the brand’s practices. Ferrari’s treatment of journalists, fans, and even its own customers became a point of contention for Harris. In his How Ferrari Spins post, he detailed his growing dissatisfaction with Ferrari’s approach to media relations and how the brand seemed to manipulate public opinion to protect its image.

Harris’s frustration wasn’t simply about a singular event but a pattern of behavior. His critique was personal, shaped by his experiences in the automotive industry and his growing disillusionment with Ferrari’s handling of media criticism. His post became an outcry against the tactics Ferrari used to maintain control over its image tactics that Harris believed undermined the transparency and authenticity that automotive journalism should stand for.

The catalyst for Harris’s post was an incident that highlighted Ferrari’s tendency to control the narrative rather than engage with criticism. Harris recounted how Ferrari’s PR team had manipulated press coverage and selectively courted journalists to get the best possible image for the brand. This behavior wasn’t a one-off it was emblematic of a broader strategy that Harris found both disingenuous and frustrating.

The incident that sparked Harris’s criticism was rooted in Ferrari’s treatment of a particular media event. Ferrari, known for its tight control over press access, had taken steps to block certain journalists from reporting on its vehicles. Harris’s frustration boiled over as he felt the media, in general, was being forced to toe the line or risk being excluded from the Ferrari fold. The event illustrated a wider issue in how brands manage their reputations, especially when confronted with unfavorable narratives.

Ferrari’s response to Chris Harris’s post was somewhat predictable: the brand remained tight-lipped, reflecting its general approach to handling public criticism. Instead of addressing the claims directly, Ferrari chose to continue with its policy of selective media engagement. The company did not publicly respond to Harris’s critique, nor did it seek to offer a rebuttal or attempt a reconciliation.

This silence is typical of Ferrari’s approach to dealing with its detractors. Instead of confronting critics head-on, Ferrari prefers to focus on maintaining its image among its loyal following. The lack of a direct response to Harris’s post only reinforced the idea that Ferrari was more interested in protecting its reputation than addressing the concerns raised by journalists like Harris.

Chris Harris’s How Ferrari Spins remains one of the defining moments in automotive journalism. It wasn’t just a critique of Ferrari it was a bold statement about the role of the media in holding powerful brands accountable. The post resonated with many within the automotive community, who saw it as a rallying cry for transparency and integrity in the reporting of automotive news.

The legacy of the post goes beyond the specific critique of Ferrari. It highlighted the challenges that journalists face when dealing with powerful companies that have the means to influence public perception. Harris’s post was a reminder of the importance of independent, fearless reporting, and it showed the automotive world that even the most iconic brands are not above scrutiny.

Jalopnik has long been at the forefront of automotive journalism, known for its fearless and often controversial takes on the industry. The How Ferrari Spins post is a prime example of Jalopnik’s commitment to speaking truth to power. By publishing Harris’s critique, Jalopnik demonstrated its role as a platform for unvarnished, unapologetic commentary.

In many ways, this post marked a turning point in automotive journalism, showing that there was a place for journalists willing to challenge the status quo and question the practices of even the most revered brands.

“How Ferrari Spins” remains as relevant today as it was in 2011. It was more than a critique of one brand — it was a call for greater transparency and accountability across the automotive industry, underscoring the importance of media freedom and honest engagement between brands, the press, and customers.

Ferrari’s reputation has endured, from the F40 to the Purosangue, but this episode continues to fuel discussions about the balance between brand image and open communication.

As we look back on this classic post for Jalopnik’s 20th anniversary, it’s clear it left a lasting mark on how we talk about automotive media and brand management — a reminder that no brand, no matter how iconic, should be above scrutiny.

For more on how today’s top marques compare, see our roundups of the best vehicles of 2026 across the USA and Gulf countries and the newest cars hitting the market.