All Ferraris to Become Hybrids as Marchionne Chases Mondo Volume
Ferrari CEO Sergio Marchionne — who’s also the CEO of some other company — says the Italian automaker’s stable will be full of hybrid technology in three short years.
This isn’t an initiative designed to take Ferrari from red to green. Rather, it’s the only way it can boost sales without running afoul of the law. There’s cash to be made, and Sergio’s on the case.
Ferrari is ever-so-gradually inching its way towards becoming a higher-volume car manufacturer. Last year, the company broke its own record when it delivered a total of 7,664 Italian stallions to eager rich people, a 6 percent climb over 2014. This year, Ferrari wants to break that record and ship 8,000 cars.
However, it cannot surpass the 10,000 mark because fuel economy and emissions requirements cap the company at that many vehicles per year. Marchionne explained to Reuters that the solution to this problem would be to make every Ferrari sold, from 2019 onwards, a hybrid of some sort.
The hybrid technology to be employed remained unspecified but, from a performance standpoint, this is undoubtedly a positive thing. The company’s LaFerrari hypercar already makes use of an electric motor to aide its V12 combustion engine, and the pair have helped the machine manage a sub-ten second quarter mile time. Sergio also believes that, in addition to improving emissions, hybridization would “yield additional performance.”
Marchionne also stated that company would expand its fleet to appeal to a larger demographic. This is likely in reference to the GTC4Lusso T — a Ferrai touring coupe making an earnest attempt to seat four adult-sized humans comfortably. Marchionne seems very proud of the GTC4, calling it a car “designed to be driven every day” upon its September unveiling.
The plan, Marchionne says, is that it should be easier “to generate profits and cash if we stick to cars while at the same time look at the extension into luxury at a more reasonable pace.”
Now out of Fiat’s supervision, Ferrari seems keen on growing the brand without help from a parent organization. The company has enjoyed a strong quarter, is considering the production of new models, and has cautiously committed to expanding its sales volume.
“Although I neither commit to this nor do I give any sort of certification of it being our objective, it is possible that the [annual sales] number could be well in excess of 10,000 cars in 2025,” Marchionne told analysts.
Look out, General Motors.
[Image: Ferrari]
Consumer advocate tracking industry trends and regulations. Before joining TTAC, Matt spent a decade working for marketing and research firms based in NYC. Clients included several of the world’s largest automakers, global tire brands, and aftermarket part suppliers. Dissatisfied, he pivoted to writing about cars. Since then, he has become an ardent supporter of the right-to-repair movement, been interviewed about the automotive sector by national broadcasts, participated in a few amateur rallying events, and driven more rental cars than anyone ever should. Handy with a wrench, Matt grew up surrounded by Detroit auto workers and learned to drive by twelve. A contrarian, Matt claims to prefer understeer and motorcycles.
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I recall the resultant low prices on used copies of previous attempts by Ferrari to make a sedan. I look forward to maybe buying one in 15 years. Ferrari cannot go mainstream, or it will lose its mystique. But 10,000 cars a year won't flood the market.
I don't suppose he ever considered limiting production to 9900 cars per year, and starting another "brand" for the rest?