RAC Cars News


Ferrari To Manufacture Fewer Units

By raccars Published

As if the Italian supercars were not already far out of reach of the average man on the street, the company is planning to become even more exclusive. Expense will no longer be the only obstacle, limited supply will also crush supercar owners' ambitions.

Company boss, Luca di Montezemelo, has announced that after a few years of expansion, Ferrari will manufacture fewer units per annum going forward, in an attempt to preserve the brand's exclusivity and protect the value of used models. Montezemelo took the helm of Ferrari S.p.A. in 1991 and previously declared sales would be capped in 2003, giving the same motivation. However, he claims this more recent decision has not been provoked by the worldwide financial downturn.

In order to offset any knock on effect on profits, there will be increased focus on personalisation and strengthening the firm's base market of sports cars and GTs. While global sales have increased by 4.0%, the company's net profit has soared by 36.5%, year on year. Ferrari is hoping a more bespoke buying and production process will maintain both exclusivity and profit margins.

As a result, rumoured diversification into saloons, superminis and SUVs has been shelved and although Ferrari is already building V6 and V8 engines for Maserati, it will not, as has been reported, provide the powerplant for a new Alfa Romeo. Instead, its involvement in that project will be limited to consultation on technical specifications. Montezemelo suggested customers looking for a wider range of vehicles should turn their attention to Maserati, claiming that "when you buy a Ferrari, you buy a dream and customers must be reassured that we will preserve that dream."

Last year Ferrari sold 7,318 cars over 61 countries but, most significantly, in the speedily growing Asian market. 2013's production quotient has been capped at under 7,000 units, although this does not include the new LaFerrari. To date, more than half of Ferrari's sales have been concentrated in the Middle East and Europe, but the brand plans to balance its future commercial revenue more equally with the USA, Far East and China.

In addition to focusing on its roster of core products, Ferrari will increase its development of reduced CO2 emissions, through more efficient and powerful engine technology. Having invested heavily over the last few years in higher performance yet cleaner engines, the petrol-hybrid technology used in the recently launched LaFerrari, is likely to be utilised in future models, including 2015's California GT replacement, although fully electric cars are not on the programme.

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