Ferrari will produce fewer cars than customers are willing to buySeptember 17, 2019
Ferrari Vice President Enrico Gallier said that in Maranello they will shorten the life cycle of their cars and expand the range of models, but the circulation of each supercar will be small. Thus, the Italian companies intend to maintain the residual value of their cars in the secondary market, to increase their value and exclusivity.
Ferrari’s Director of Commerce and Marketing revealed his prancing stallion car manufacturing strategy on the hood in an interview with The Drive reporters during the premiere of the Ferrari F8 Spider and Ferrari 812 GTS. Gallier noted that the Ferrari brand should be synonymous with exclusivity and “sometimes this means that customers must wait for their car and dream about it.”
The strategy voiced by Gallier is nothing new: the founder of the brand, Enzo Ferrari, announced the preservation of uniqueness back in 1947, saying that “Ferrari will always supply less than market demand for one car.”
In the fourth quarter of last year, Ferrari showed a record profit, and the demand for cars of the Italian company exceeds supply. The waiting list is increasing, and this applies not only to hypercars for exclusive orders, but also to regular versions.
The final print run of each particular model is kept secret. It is known that on the atmospheric flagship Ferrari, model 812 Superfast, the waiting list is at least two years. For some countries, demand is also limited by a quota: for example, eight Ferrari 812 Superfast were allocated to Russia in 2017-2018.
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