Ferrari in Azerbaijan is more than just a luxury automotive brand. Since Formula 1 arrived in Baku, the iconic Italian marque has developed an even stronger connection with the country’s growing motorsport community.But how strong is demand for Ferrari in Azerbaijan? What do local customers value most when choosing a Ferrari performance, design, comfort or exclusivity? And how much of an impact has Formula 1 actually had on Ferrari Baku? We also discussed Ferrari’s first fully electric model, the Luce, and whether it could find a place in the Azerbaijani market.To explore these questions, we spoke with Murad Sadig, Marketing Manager at Ferrari Baku.During our conversation, Sadig discussed Ferrari Baku’s cooperation with the Scuderia Ferrari Formula 1 team, meetings with Charles Leclerc and Lewis Hamilton, the activities organised during the Azerbaijan Grand Prix weekend, and the particular characteristics of Ferrari customers in Azerbaijan.He also spoke about plans for the Ferrari Luce, the popularity of official Ferrari merchandise, the showroom’s approach to visitors and the possibility of expanding Ferrari’s enthusiast community in Azerbaijan.According to Sadig, one of the defining characteristics of Azerbaijani Ferrari customers is the strong emotional connection they have with their cars. He also explained why Ferrari ownership in Azerbaijan can offer a very different experience compared with more established European markets.
How does Ferrari Baku work with Formula 1? For example, how do drivers such as Charles Leclerc and Lewis Hamilton become involved in your marketing activities?
We are not expecting a similar collaboration this year, but we did have one in 2025.Last year, Nazar Group and Ferrari Baku established very good cooperation with the Scuderia Ferrari Formula 1 team. Ferrari Baku and Ferrari Tbilisi customers purchased almost all of the available Ferrari Paddock Club tickets, so we had a very strong presence during the weekend.Charles Leclerc and Lewis Hamilton were also there. As Ferrari Baku, we presented them with a traditional Azerbaijani carpet.Antonio Giovinazzi, who competes for Ferrari in endurance racing, was also present and gave us a lengthy interview.We also brought UFC fighter Khamzat Chimaev to the event. Scuderia Ferrari welcomed him very warmly and arranged for him to meet the drivers. He was even given the opportunity to sit inside the Formula 1 car.
If you had to choose between Charles Leclerc and Lewis Hamilton, who would you pick?
Charles Leclerc, primarily because of his personality and sincerity.Leclerc is very genuine and open to conversation. I have met Lewis Hamilton twice in person, and his personality is different. He is more reserved in communication.I have met Leclerc twice at the Montana restaurant in Maranello. It was particularly nice when he recognised me when we met again in Baku.There is also another important factor: Leclerc is a Ferrari product. He has been part of the Ferrari world since childhood.
What matters most to Azerbaijani Ferrari customers when choosing a car performance, design, comfort or exclusivity?
Exclusivity comes first.The second and third factors are performance and longevity.When I talk about longevity, I also mean the significance of the car and whether it is considered a flagship or an iconic model. For example, if a Ferrari has the final naturally aspirated engine, that immediately makes it something special potentially a future legend.The same can apply to the final turbocharged engine of a particular generation.
Since we are talking about engines, Ferrari has introduced its first fully electric model, the Luce. Will Ferrari Baku bring it to Azerbaijan?
Of course. It will come to Azerbaijan in the future, although we expect to bring only a limited number of cars.Electric vehicles of this type are not yet particularly popular in Azerbaijan, but they have their own customer base.Just as other manufacturers have successfully introduced high-end electric models, I believe the Ferrari Luce will also find its place in the Azerbaijani market.The company will do everything possible to ensure that the vehicle retains its value.
How different is owning and driving a Ferrari in Baku compared with the Ferrari experience in Europe?
That is a difficult but interesting question. I have never really thought about it from that perspective.In my opinion, Azerbaijani Ferrari customers have an even stronger emotional connection with their cars than many customers in Europe. They love their cars, take particularly good care of them and tend to stand out more.The numbers are also completely different. There are far fewer Ferrari cars in Azerbaijan than in major European markets, so Ferrari owners naturally attract more attention here.
Ferrari clothing and accessories are also available at the showroom. Which products are most popular among Azerbaijani fans?
Mainly caps.To give you an idea of the demand, during last year’s Formula 1 weekend we sold approximately a year’s supply of caps.The prices are also relatively affordable. Our prices are more favourable than those in the fan zone, while all the products we sell are official Ferrari Store merchandise.Ferrari is a luxury brand, so people often assume that if the cars are extremely expensive, the clothing and accessories must also be very expensive.That is not necessarily the case.
How has interest in Ferrari and Formula 1 changed in Azerbaijan? Has hosting Formula 1 had a real impact on Ferrari Baku?
Formula 1 has not had a major direct impact on Ferrari Baku in terms of car sales.However, it has had an impact on the brand’s visibility and popularity. Formula 1 has helped demonstrate that Ferrari remains highly relevant in Azerbaijan.For example, during the pandemic, there were almost no visitors coming to Ferrari Baku. Today, we receive significantly more tourists, and Formula 1 is one of the main factors contributing to that.There are even tourists who come to Azerbaijan and express an interest in purchasing a Ferrari here.However, we are not permitted to sell cars to foreign citizens unless they have a residence permit in Azerbaijan.If a foreign customer wants to purchase a Ferrari, we refer them to the appropriate Ferrari dealer in their country.
Why are you not permitted to sell Ferrari cars to foreign customers?
This is a company policy.Ferrari closely monitors where its cars are sold and how they are subsequently used or resold.If a customer purchases a car and then sells or transfers it to another country within a short period, the company expects us to have monitored the vehicle and the transaction properly.For example, if a customer is effectively acting as a trader and sells the car to another market within six months, Ferrari can ask us why we did not monitor the vehicle after the sale.That is why we carefully assess our customers and take measures to prevent this kind of situation.
What is the biggest misconception people in Azerbaijan have about Ferrari Baku?
The biggest misconception is that Ferrari Baku is not open to everyone.Many people believe that you can only enter the showroom by appointment or that you need to call in advance.Speaking on behalf of Nazar Holdings, I would like to make it clear that everyone is welcome here.From young children and older visitors to tourists and even people who are interested in competing brands everyone can come in, look at the cars, take photographs and ask questions.People are welcome to spend some time here, have a cup of tea and simply enjoy the Ferrari experience.The doors are open to everyone.
Do you have plans to create a Ferrari fan club? Could you establish a community where enthusiasts could meet, see the cars and participate in special events?
We already have an automotive club for our customers, and we are currently working on another project as well.Unfortunately, however, we do not yet have a club for non-customers.Creating such a community is more complicated because we would first need to establish clear membership criteria.
For example, on what basis would we select people to join the club?
That is why the idea is somewhat complicated at the moment.However, it is something that could potentially be developed in the future.
