Text: Dean Ang / Photos: Ferrari Press | posted May 09, 2013 14:33
To maintain brand exclusivity
The Italian supercar manufacturer Ferrari begs to differ itself from most automotive manufacturer’s common goal of selling as many units as they can as recent reports indicate that the Fiat SpA owned supercar manufacturer is considering to reduce its vehicle sales for the year to maintain the brand’s exclusivity.
With an international presence in over 61 countries there are currently 54 dealers in the USA, 27 in China, 101 in the Europe, Middle East and Asia (EMEA) region and 17 in the Far East, Ferrari managed to sell a total of 7,318 cars last year.
After announcing the brand’s impressive sales figures for the first quarter of the year, Ferrari Chairman Luca Cordero di Montezemolo also stated that the company has decided to scale down its total vehicle volume production to fewer than 7,000 units for the year.
“I want Ferrari to remain exclusive,” he explained. “A Ferrari is like a beautiful woman, she must be worth waiting for and desired. I base my ideas on what I learned from Enzo Ferrari, if we produce less cars, we will not flood the market and it makes our used cars more desirable too.”
In order to maintain or even exceed the company’s high profits by offering higher end and customized versions of its vehicles as well as continuing its production of engines for Maserati. Aside from this, the company is also relying on revenues generated from product licensing and merchandising.
“I base my plans for Ferrari on four key areas, our team spirit, our passion, our extreme technology and our exclusivity” added Montezemolo.