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].”

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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.