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