At Ferrari, the pre-season introduction of a new star performer in this elegant ski resort in the Dolomites has become a familiar rite of passage. It is the Scuderia's equivalent of presenting a new striker, complete with his new team shirt.
The big signing this time is Fernando Alonso, who will be earning, at conservative estimates, about £15-million a year over the next three seasons in the red-and-white colours of Maranello.
And there is no doubt that the proud Italian team are hoping that the 28-year-old Spaniard will be the driver to take them on to further glories, much in the way Michael Schumacher led the oldest team in Formula One history through their most successful era.
Felipe Massa, returned from injury and raring to go, is still a big presence in the team, but the Brazilian is going to have an uphill fight this year to oppose the onslaught from the Spanish side of the garage.
Alonso has come to Ferrari saying the right things and the contrast with Kimi Raikkonen, his taciturn and ill-educated predecessor, could hardly be more stark.
With a ready smile and an easy charm - as well as a willingness to ski in the day and be part of the traditional torchlight procession down the mountain at night - Alonso is pressing the right buttons.
At his formal introductory press conference this week, when drivers and hacks suspend activity on the slopes for a little light work, Alonso delighted the mass ranks of the Italian press corps by saying that he has no plans to drive for any other team.
This is it for him. Ferrari is the peak, he said.
"All of you have dreamed of driving Ferrari street cars, I'm the same," he said.
"This will 100% be my last team. I want to finish my career with a good taste in the mouth."
Raikkonen said three words in Italian when he arrived at Madonna in January 2007 - "Buon giorno tutti".
Alonso started with the same phrase but continued in fluent Italian, much to the delight of his audience. He showed that he knows the history of the team. - ©The Times, London
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