Ferrari Shall Keep Production Below Demand To Safeguard Its Status

Ferrari says it is not interested in increasing its annual production numbers in order to ensure its supercars remain exclusive.

The Drive was in attendance at the global debut of the F8 Tributo Spider and 812 GTS in Italy, and during the unveiling of the two cars, Ferrari chief marketing and commercial officer Enrico Galliera said they will always produce less cars than the market demands.

“Ferrari focuses on exclusivity, and sometimes this means making customers wait for their car—to dream about their car,” Galliera said. “They will enjoy it more [when they receive it]. Ferrari will always deliver one car less than the market demand. The Ferrari strategy to please shareholders is to create a new segment and a new product for the segment, rather than increase volume [of existing models].”

Also Read: New Ferrari 812 GTS – World’s Most Powerful Production Convertible Goes Official

This year has been a busy one for the Prancing Horse as, at the start of the year, it announced it would unveil five new vehicles before the end of 2019. The first of these was the F8 Tributo, the second was the SF90 Stradale, and the third and fourth the F8 Tributo Spider and 812 GTS. That leaves just one new Ferrari to debut before the end of the year.

What will it be? The company’s Purosangue SUV is not expected to arrive for a couple more years, and the company has previously said it is working on a new V6 platform, so it is possible that this could be it, though at this point there’s no further info available about it.

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  • Bash

    Well, Only if this action (which is understandable and fine) would not draw costumers back and redirected them somewhere else; Lamborghini for example.

    • Astonman

      You’re right – Exclusivity is great if you don’t have competition. Besides Lamborghini there’s also. McClaren. Great time to be an auto enthusiast (and rich).


    • Belthronding

      yeah,but they do not call it as SUV. welcome to marketing bull$hit.

      • Porkopolis

        I know it’s been under different leadership, but Ferrari definitely speaks out of both sides of their mouths – they’re Italian after all… I’ll bet buying a Portofino just feels dirty afterwards, because it’s nothing better than a C7 and you paid 3x for it.

        • Belthronding

          You know what, ”speaking out of both sides of their mouths” that smells soooo much german than italian. they do EVERYTHİNG they said would not.
          i have seen millions of articles & headlines up here german execs speaking about their brand and how they keep it ”pure” ,then they ended up almost doing each and every thing, ok maybe just 99 percent of all.
          even hitler once said they would not invade czechia,and you know the rest..

  • Richard Alexander

    Good. Pretty soon for under $100k you will be able to have a twin turbo C8 that will make as much power as the drivetrain can handle.

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