By on May 8, 2013

Ferrari_458_Italia_--_05-18-2011

Ferrari will be scaling back production in 2013, in an effort to help retain some of the brand’s exclusivity.

Reuters reports that Ferrari will build fewer than 7,000 cars this year, despite selling over 7,300 in 2012. Speaking to British publication AutoExpress, Ferrari head Luca di Montezemolo said

“Our exclusivity is the brand’s equity…those who buy a Ferrari buy a dream and we want to ensure that we preserve that dream. In 2013 we decided to manufacture a lower number cars than last year. We want to prove that selling less cars can still increase profits – despite the trend in the market”

Also ruled out by di Montezemolo were an SUV and a pure electric vehicle, stating  he would “never build an all-electric car as long as I am chairman of the company”.

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25 Comments on “Ferrari Scales Back Production, Says No To EVs, SUVs...”


  • avatar
    Darkhorse

    Hats off to Ferrari for defending their brand at the expense of more near term profits. I wish Porsche had embraced this philosophy.

  • avatar
    stuntmonkey

    Translation: “The hot money in China is starting to dry up….”

    • 0 avatar
      graham

      Exactly. They are adjusting to projected market demand, nothing else. It’s a good business strategy, oft ignored by nearly every other automaker, but the smoke and mirrors about “exclusivity” is laughable.

      • 0 avatar
        jmhm2003

        The sales in Italy have collapsed also:

        http://www.guardian.co.uk/business/2013/jan/03/ferrari-sales-fall-italy

        • 0 avatar
          7402

          I was in Italy a few years ago and had the pleasure of driving a Fiat Stilo (diesel, manual wagon FTW) around the country. Over a period of two weeks I searched constantly for a Ferrari, Lamborghini, or Maserati and the only “supercars” I saw were all Corvettes–and I saw lots of them. Finally, on my last day I saw a Ferrari, but it was on the side of the road being winched up onto a flatbed tow truck.

          • 0 avatar
            Onus

            Go to Knokke in belgium. I saw some very nice cars there and multiple super cars in one place. Mind you i have never seen a super car in person up to this point.

  • avatar
    ellomdian

    “But we will continue to co-brand as many laptops, jackets, corkscrews, executive desk toys, and vibrators as people will let us stamp our logo on.”

    Make the “Brand” more exclusive by selling fewer cars, and the marketing opportunities will just get better, right?

    Why hello Bentley/Breitling, when did you get here? (kudos to JackB)

    • 0 avatar

      I fully agree :) I have a giggle every time I’m at a department store and see Ferrari Pumas. The difference between the Ferrari runners and non-Ferrari’s is MAYBE ten bucks. Oh my! I feel so much fancier having helped Ferrari whore their name out to whomever.

      I’ve never actually thought of Ferrari’s as exclusive. Yes, they’re very expensive, but I see them somewhat regularly. Even here in Salt Lake City. I sorta shrug, and go “huh, another one”. Especially when anyone with $50 bucks can go and buy a t-shirt at the dealership that’s here. Here in SLC, Ferrari’s outsell Jags by quite a bit, so I get fairly giddy when I see one of the 4 new XJ’s here.

      Who knows, I’m kinda weird about cars anyway. But I agree fully with your observation :)

  • avatar
    gslippy

    Good move. Brand equity is diluted when you look like everyone else.

  • avatar
    CJinSD

    Ferrari used to say that 3,500 was the magic number for exclusivity and profitability, about 25 years ago. In January of 2011, Count di Money said 8,000 cars was the goal when car sales had reached 6,573 in 2010.

    http://www.worldcarfans.com/111042532881/ferrari-aiming-for-8000-unit-sales-per-year—report

    I don’t know how seriously one can take what Ferrari announces about future sales seriously. This is more likely about demand than efforts to control supply.

  • avatar
    James2

    Doesn’t matter to me. The closest I will ever get to a 458 Italia is the distance between it and the velvet partition at the auto show.

    • 0 avatar
      Compaq Deskpro

      I was next to one for 20 minutes in gridlock Boston traffic.

      • 0 avatar
        tjh8402

        Stay on the lookout. There are chances to drive one that pop up that won’t necessarily break the bank. There’s an infield road course at Disney World Speedway where you can drive one instead of taking the stock car on the oval. $299 for an F430 Scuderia and $399 for the Italia (the company operates at other tracks around the country). You can ride along for around $100. Also, a company called Gotham Dream cars has put out groupons every winter for the last 2 years to drive one on an autocross course. That’s how I did it. Got to drive the Italia and a Murcielago for like $250 a piece.

  • avatar
    Spike_in_Brisbane

    Kudos to Ferrari. Over at Porsche they put the Porsche name on Volkswagen station wagons and it makes the 911 look like a lower, shorter Cayenne. BMW are cursed with only one brand. Mercedes are losing face in China now that the S-Class is just the big brother of a 2 litre econo-box.

    Ferrari is part of the Fiat empire. Let them remain the peak. Fiat can make the Cinquecentros.

  • avatar
    AFX

    “Reuters reports that Ferrari will build fewer than 7,000 cars this year, despite selling over 7,300 in 2012. ”

    Were the extra 300 that were sold in 2012 replacement ones for insurance claims on engine bay fires, or cars sold to 1st time owners ?.

    If they were replacement ones it sounds like a good sales strategy, and it looks like Lamborghini, and Ford with their 1.6 liter ecoboost, are following the same sales tactic.

  • avatar
    el scotto

    Also ruled out by di Montezemolo were an SUV and a pure electric vehicle, stating he would ”never build an all-electric car as long as I am chairman of the company”. Somehow that makes things a little bit more right in my world.

  • avatar
    rolladan

    So basically Ferrari plans to sell to the few elite…… like lilwayne and Rick Ross? :insert sarcasm:

  • avatar
    GTAm

    I find it a bit hard to believe the “exclusivity” blurb. There are waiting lists for every model. F12 deliveries to Asia-Pacific region has got pushed back because of huge demand in the US – http://www.autoedizione.com/sales-ferrari-increased-immensely-in-us-in-april/

    Is 7000 such a big number in the ever expanding market where the rich are still getting richer? Is there a big difference between the 7k and 8k for example? Which company would not want an extra 1000 sales? Lambo is dying for it.

    The entire production of the LaFerrari was sold out before anyone got a glimpse of the car and there is a long queue of disappointed buyers. Does Ferrari really want them to buy a competing brand’s product instead?

    I think it’s more to do with the re-organization of the Fiat group and the new role Ferrari is playing for Maserati and future Alfa Romeos. Autonews says they’ve hired 200 engineers to take care of production for the Maserati engines. And Maser is on a a sales explosion with 8000 Quattroportes on order (The whole of last year they sold around that number of their entire 3 model range).

    So I’m guessing it’s some kind of production constraint brought about by the factory expansion rather than the “exclusivity” story. However I must commend LDM, as that’s a great story to tell your blue chip clientele. It will probably make them hungrier.

  • avatar

    Fewer cars, higher prices. Same profits (or more), less work, more customers desperate to shell out even more in advance for next year’s production run. Ferrari is still Ferrari.

  • avatar
    tjh8402

    My question is, aren’t most, if not all of their cars sold out for the next few years? Are they going to tell the customers on the waiting list that they will have to wait a little bit longer to get their cars? I know with aircraft, which are traditionally sold years in advance, you buy a deliver position (ex 3 qt 2015 deliver spot). Anyone know how Ferrari works?

    You have to be careful when it comes to Ferrari cause myths legends and rumors can get spread around, but I remember reading one year that it was almost impossible to get your name on the list for a new Ferrari if you’ve never owned one before. The idea being that the very ability to buy a new Ferrari is a priviledge that you essentially must earn or be invited to enjoy, similar to an Amex Centurion credit card. I know that’s been the case for the flagship models like the F50, Enzo, FXX, and La Ferrari, which as noted, had more orders than cars before anyone even knew what they looked like.


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