The collaboration between HP and Scuderia Ferrari HP is highlighting how digital printing could transform vehicle personalisation, offering car buyers greater freedom beyond traditional factory colour choices. For the 2026 United States Grand Prix in Austin, Ferrariโs SF-26 race cars featured distinctive blueprint-inspired graphics produced using HP Latex printing technology, supported by HP Z Workstations for design and engineering workflows. HPโs water-based Latex inks create a flexible ink layer that can conform to vehicle contours, opening possibilities for customised colours, graphics and finishes. Looking beyond motorsport, this technology could create new opportunities for automakers and dealerships to offer personalised vehicle wraps, refresh vehicle appearances and explore digitally designed finishes. While long-term durability, installation standards and cost remain important considerations, the partnership demonstrates how digital printing, advanced design and automotive engineering are converging to reshape the future of vehicle customisation.
