OEM’s Overreaching - Let Us Love Cars Our Way

Lately, it feels like OEMs have lost the plot. Let me correct that – OEMs have lost the plot. And rather than focus on what people want, OEMs seem just as interested in suing people & controlling their customers after the sale. Ford, Ferrari, Tesla – you name it. They’re all on the legal-action parade, stomping on enthusiasts, car-culture, and passionate small businesses alike. Let’s dive into it, because this nonsense has gotten of hand.

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Ferrari: The Gatekeeper of Exclusivity…

Ferrari. The name alone conjures up visions of screaming V12s, luscious red, and cars you plastered on your bedroom wall as a kid. And if you’re like me, it also conjures up the history of Ferrari inadvertently creating Lamborghini by pissing-off Ferruccio Lamborghini. Ferrari also pissed-off Henry Ford II & we got the GT-40 as a result… as well as Carol Shelby, sent to teach them a lesson.

Often we dream of owning one (a Ferrari that is). But what we DON’T dream of – is a rulebook thicker than the car’s manual and more stringent than their welds. Ferrari has this unrelenting obsession with controlling their brand image after the sale… to the point that they sue customers who dare make their car… theirs. Take Deadmau5, the Canadian DJ who decided to wrap his Ferrari 458 in a Nyan Cat theme and call it the “Purrari.” Sure, it was goofy & stupid. But it was his car, and he was having fun with it. Ferrari didn’t find it “fun” however. Nope, they slapped him with a cease-and-desist, making him strip the wrap and ditch the “Purrari” badge. Because apparently, owning a Ferrari doesn’t mean you actually own it – at least in Ferrari’s eyes. The real problem here is the buyer-pool for Ferrari is losing the purist race-bred sophistication, and is becoming tacky & flashy. And that’s a result of making 2-pedal cars and SUVs. But I guess that’s another article for another day lol.

This isn’t a one-time incident with Ferrari. Ferrari has even gone after people who brought totaled/written-off cars back to life… maybe with a restomod twist (since they were scrap after all). And if they don’t like what you’ve done, they’ll blacklist you from future models. They’ll even remove your cars VIN from the official registry. Talk about petty. As car-lovers, we’re spiritually drawn to Ferraris because of their passion & devotion to the art of performance. So let’s not tarnish that purity in the modern era… with lawyers, lawsuits, and fine print.

Ford and the Retro Bronco Problem…

Let’s bring Ford back into the conversation, specifically with the Bronco. We all know the new Bronco is cool. And we knew it was gonna be a hit from a heritage/culture aspect as soon as it was revealed. And to that point: Some aftermarket companies began retrofitting new Broncos with vintage-style bodies. The builds look amazing, and drive much better than the original 60s/70s era Bronco. But it’s important to note: They fill a very small & exclusive niche that Ford either didn’t see, and/or likely would be out of compliance (and price-point) to chase. It’s a boutique build.

So, naturally, instead of seeing this as an overall win for Bronco fandom & momentum (PS: a new Bronco gets sold either way), Ford’s restless legal team decided to sue. Because nothing says “we love our customers” like shutting down creative & talented aftermarket companies. These retro Broncos weren’t hurting Ford. On the contrary, they were celebrating the heritage. So what’s with this obsession to retain control after the sale? And when is the transaction complete? Because apparently, it’s not when you leave the dealership in your new car.

Modern Bronco with old-school skin

Other OEMs and Their Overreach…

Tesla has sued companies for modifying their vehicles & using aftermarket software to unlock features that Tesla keeps hidden behind a paywall. BMW made headlines when they tried to charge people monthly fees to use their heated seats. Even Dodge, a brand built on brashness, is hip to the idea of subscription features that unlock horsepower on their Charger EV. And – let’s not forget the right-to-repair fight, where OEMs are actively trying to keep customers (and independent shops) from accessing repair data. If you think buying a new car means it’s yours… you might wanna do some preliminary research and/or think again. And if that matters to you… maybe think again about buying it. The double-edged sword of tech, is that it’s being used for profit through control rather than through free will. And that’s where the auto industry is failing us, and themselves.

OEMs Are Out of Touch…

Look – for as long as there’s been cars… there’s been car-culture. But car-culture’s never been more endangered than it is today. Here’s the truth though: Car manufacturers can’t fulfill every buyer’s personalized wishlist. They’re not Santa Claus. And why would they wanna be? All we wish for – is a good vehicle, built with a sense of pride, heart, & purpose. We’ll take it from there… should we desire to.

The Case for Personalization…

Carmakers need to get back to focusing on QUALITY after the sale, not CONTROL after the sale. And they need to stop betraying their fanbase. Don’t let this passion-based industry become a mobility appliance. Cars are art (at least they were). There’s a strong sense of spirit, identity, and expression attached to them. And we personalize them… not to devalue the brand… but to make them a part of who we are.

When OEMs crack down on personalization, they’re not just stifling creativity – they’re killing the very culture that built them up. And if carmakers want to stay relevant, they need to get out of their own way, and wholeheartedly embrace the beautiful chaos of personalization.

OEMs, here’s the deal: Stop overreaching. Your mission is to build & sell great cars, not micromanage what people do after they buy them. Personalization isn’t a threat – it’s a celebration of your work. It’s becoming glaringly obvious that a lot of legacy carmakers have the wrong people in key positions, and we’re all suffering for it. Instead of fighting enthusiasts and niche builders… fight FOR them. Or lose them.