Most car companies would be thrilled to say that their sales have increased 69 percent over the last 10 years. But as we all know, Ferrari isn’t most car companies.
While Ferrari global sales have jumped from 4,238 units in 2003 to a record 7,318 cars in 2012, CEO Luca di Montezemolo isn’t particularly pleased about it. Sell too many cars, and you risk diluting Ferrari’s exclusivity. “Our growth in recent years has been driven by emerging markets. Our goal now is to aim for exclusivity,” he said. “We will manufacture less, preserve the flow of cars to the market and protect secondhand markets.”
“When you buy a Ferrari you buy a dream, and customers must be reassured that we will preserve that dream,” di Montezemolo added.
They’re not pairing it down drastically, though—di Montezemolo said the company just aims to sell less than 7,000 cars in 2013, and that figure doesn’t included any units of LaFerrari.
And don’t think the change means Ferrari plans on sacrificing profits for exclusivity. Instead, the car maker plans on playing up their extensive options list and customization programs, “encouraging” buyers to spend more on their cars. Considering how easy it already is for buyers to add 25 percent or more to the base price of their Ferraris by checking off options, we see the virtues in di Montezemolo’s plans. Well. Maybe “virtues” isn’t the right word.
On a promising note, though, the plans for reduced market share mean we don’t have to worry about a Ferrari SUV—or a sedan or a cheap entry-level model—anytime soon. “I tell such customers to look to Maserati,” said di Montezemolo. “We will not deviate from our core products.” So expect a California replacement and a 458 Scuderia in 2014, a slightly refreshed FF in 2015, an all-new 458 in 2016, and either an F12M or an F12 GTO somewhere around then too. [via Autocar]