Luca di Montezemolo, boss of Ferrari, aims to boost exclusivity and profit by reducing sales and offering increased personalisation

Ferrari boss Luca di Montezemolo has announced plans for Ferrari to sell fewer cars this year than in 2012, but achieve greater profits, as it bids to preserve the exclusivity of the brand.

"When you buy a Ferrari you buy a dream, and customers must be reassured that we will preserve that dream," said di Montezemolo. "We will slow down our manufacturing pace accordingly.

"Our growth in recent years has been driven by emerging markets. Our goal now is to aim for exclusivity. We will manufacture less, preserve the flow of cars to the market and protect secondhand markets."

Montezemolo aims for Ferrari to sell fewer than 7,000 cars in 2013, excluding any of its recently launched LaFerrari models. In 2012 the firm delivered a total of 7,318 cars.

He also ruled out diversifying Ferrari's portfolio in to new segments such as an SUV, four door or small car. "I tell such customers to look to Maserati," said di Montezemolo. "We will not deviate from our core products."

Montezemolo did, however, reveal that he wanted to balance sales between the USA, Europe, the Middle East, the Far East and China more equally in future. At present, more than half of Ferrari's sales are in Europe and the Middle East.

Montezemolo, who has been Chairman of Ferrari S.p.A. since November 1991, denied the world economic crisis sparked the decision, pointing to strong first quarter sales in 2013. Excluding LaFerrari sales, the firm sold 4.0 per cent more cars year-on-year, but grew its net profit by 36.5 per cent.

The firm will also look to increase its profits, despite restricting sales. This will be achieved via greater personalisation and bespoke programmes, which will offer what Ferrari claims to be "the ultimate in exclusivity".

Ferrari previously announced plans to cut sales in 2003, using the same reasoning of preserving its exclusivity.

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R32

8 May 2013

I can clearly recall LDM saying back in the ninties (in his usual flamboyant way) that Ferrari makes and sells 4000 cars per year with "no troubles".  He also said at the time Ferrari didn't want to go beyond that figure.  Looks like greed won.

And talking of greed - I already consider Ferrari to be one of the worst manufacturers for screwing their customers for so-called "optional" extras and "personalisation".  God only knows what they're planning to offer as "personalised" on their cars now as I thought there was nothing left on them to personalise.

On the up side at least there's no Ferrari SUV planned yet......

8 May 2013

Maybe they could do a version of the Maserati Quattroporte to satisfy Ferriar 412 fans and compete with the possible 4 door Lamborghini Estoque? In the vein of the "Fiat 500 by Ferrari"...

Just an idea...

8 May 2013

Exclusive means rare, surely, and Ferraris stopped being that in the early 1970s. Prior to this you were lucky to see one a month, assuming you were in London, that is, and even then it was probably a Dino. Growing up in the 1960s - even as I did in a prosperous part of the country - it was so unusual to see one that doing so literally made my week. It's hard to imagine anything matching that excitement now, and when I saw my first MP4-12C in Mayfair I wasn't remotely surprised to see another one about 10 minutes later. Bentley now? Boring. Aston Martin? Boring? Maserati? Likewise. Even 911s were quite rare once upon a time, and not that long ago.

8 May 2013

When I was growing up the ONLY time you ever saw a supercar, luxury saloon or GT was at the Motor Show. Nowadays, just a quick walk through West London will bag you plenty - they're ten-a-penny. Pity in some ways, but probably a reflection on how times have changed.

8 May 2013

I think in laymans terms that means reducing the output but increasing the basic costs of all their cars. That would certainly achieve that.

8 May 2013

I get what they are trying to do they seem to want to mix the Porsche concept of selling cars that everything is optional and can be done to your car with in reason as well as current stylish supermini selling techniques by allowing the customer to tailor there car to them making in theory a one of a kind vehicle.

I agree its a good idea but the big issue Ferrari will have achieving this is ther factory itself, the factory has been setup to build cars in large quantities in supercar standards, which will either mean that Maserati will have to pick up the slack in the Ferrari factory by ensuring they run at capacity or they will have to redo the layout of the factory to have the ferrari's not on a rolling production line but rather a stationary line so that cars with higher customization that requires more time do not hold up the production line of other vehicle

instead insure more Maserati's are built than Ferrari's and finally the economies of scales of making fewer cars will surely make these cars more expensive to produce and will mean either a reduction in quality to improve profit margin's are pass on the costs to the customer.

TBC

8 May 2013

The pinnacle of the car purchasing spectrum was always the coach built specials, where the customer could have their dream realised in metal, however, some with the funds to do so, lack the style to fully appreciate it. One can already picture some of the gaudy Ferrari personalisation for customers in the Gulf. Gulp.

8 May 2013

They need to produce less than 1000 cars to be exempt from the new EU regulations. Is that their plan?

8 May 2013

GenericAutocarComment wrote:

They need to produce less than 1000 cars to be exempt from the new EU regulations. Is that their plan?

I seriously doubt it considering they are a subsidiary of Fiat S.p.A. meaning their emissions (guessing thats the part you are on about) are averaged out by Fiat, Alfa Romeo, Lancia etc. The only companies that seriously have issues regarding these regulations, are the independants that sell more than a thousand like Aston Martin or Lotus (not sure how many Lotus sell but must be borderline) who really need a larger partner to average them out or products like the Aston Martin Cygnet to help out with there average co2 emissions.

Their main reasons must be residual value of their products, because customers nowadays are more conscious of the value lost of owning vehicles should as these and making a vehicle with limited supply and keep residual value higher for longer (plus some find a product more desirable if there are fewer of them around), thats saying there is a balancing act with this if demand is too high for supply you risk aggravating your customers that may cause them to go to the competition instead, but if supply outstrips demands residual value will drop and will have a large amount of running stock or too high running costs.

and the other main reason is simply how nowadays supercars etc make their money from the option list as opposed to selling a car as is (its possible to add £60,000 to a Ferrari 458 Spider and a large amount of them are specced up so)

8 May 2013

Judging by many of the comments here, very few of you have ever, or will ever, buy a supercar.  The RRP and specification of the basic vehicle is merely the starting point, and the final amount of all of the extras is less important than getting exactly what you want and getting it right now.  A few thousand here or there is largely irrelevant.

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