Italian maker is diversifying its line-up to appeal to broader audience while maintaining exclusivity

Ferrari will expand its product line-up through diversifying the types of models it offers, according to commercial and marketing chief Enrico Galliera. 

Rather than focus on traditional replacements and variants of existing models, Galliera hopes to transform Ferrari by introducing new segments to the line-up - and he’s not just talking about its SUV, pegged for 2022. 

“What we are trying to do is become a lot less predictable. We are currently working to redesign our products of the future.

“For example, the [recently revealed] SF90 Stradale is not a car that was in our product range previously. It’s a completely new car, new technology, a new segment. It is what we are calling a ‘range supercar’. It’s not a LaFerrari. But it does supercar performance - and is available to a wider range of customers.”

Galliera has previously confirmed there will be five models launched this year. We’ve already seen the F8 Tributo and SF90 Stradale, while the remaining three are unknown. One is expected to be a convertible variant of the 812 Superfast, and Galliera hinted that at least one would be in a “new segment” for Ferrari. 

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He said: “There are five launches in 2019. We are creating new segments for Ferrari to attract different customer profiles. There are a few clients who are looking for something different. 

“For example, Portofino is not necessarily peak Ferrari but it’s more elegant, more comfortable. There were lots of people that wanted a Ferrari but were scared by high-performance car. He continued: “We have a saying: different Ferraris for different Ferraristas.” 

By expanding its breadth of models, Galliera believes the brand can maintain exclusivity while still growing. “This is our strategy for the future,” he said. “We’re not selling more of the same product. We grow without pushing a single model.

“We will see growth through new segments. And we expect to grow further in higher-end models. For example, the SF90, which has a 25% higher price than rest of range.”

Last year, Ferrari sold 9251 units, a figure which is expected to grow this year. The introduction of its SUV in 2022 is set to push volume towards 15,000 units.

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13

22 July 2019

Now that Ferrari are independent of Fiat they are certainly chasing the volume revenue. I recall when former Ferrari President Luca di Montezemolo was in charge he was adamant at not exceeding 8,000 examples per year to ensure Ferrari’s were exclusive and highly desirable, now the flood gates have been opened, especially with the upcoming SUV, the suits at Maranello will churn out as many vehicles as they can sell. Can’t blame them I guess but exclusivity will be a thing of the past before too long.

22 July 2019
BritInToronto wrote:

Now that Ferrari are independent of Fiat they are certainly chasing the volume revenue. I recall when former Ferrari President Luca di Montezemolo was in charge he was adamant at not exceeding 8,000 examples per year to ensure Ferrari’s were exclusive and highly desirable, now the flood gates have been opened, especially with the upcoming SUV, the suits at Maranello will churn out as many vehicles as they can sell. Can’t blame them I guess but exclusivity will be a thing of the past before too long.

 

And before that it was 4,000 and then 5,000.

But it makes more sense to think of market share in each segment and territory - China came from nowhere to a major market in 20 years.

22 July 2019

good strategy by making new segments to add to current lineup.  V6 mid engine (modern Dino) and V12 mid engine (modern 512 BB would be good to add to the range.....

22 July 2019

 Is this just Ferrari’s roundabout way of saying it’s joining the Herd, going against its ethos and diversifying?

Peter Cavellini.

22 July 2019

I’m glad that you shared this useful info with us. thank you

saadatrent

 

 

22 July 2019

Aesthetically speaking, Ferraris of today are no match for Ferraris of yesteryear. Maranello needs a change of direction in styling terms. 

6 August 2019

Thank you for your article, I love Ferarri

 

15 August 2019

Uh god. Ferrari was, is and always will be my favorite. Thank you for sharing this incredible article.Tahagasht

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