Luca di Montezemolo and the Ferrari LaFerrariEnlarge Photo
Ferrari, which experienced its best year on record in 2012, with sales totaling 7,318 cars, won’t aim to increase this figure going forward but instead will work on improving exclusivity.
The information was revealed by Ferrari chairman Luca di Montezemolo, who spoke recently with Automotive News (subscription required).
“My focus this year and in the years to come is not to grow volume but to increase the exclusivity of Ferrari,” di Montezemolo said. “This protects our margins and residual values for our customers.”
But as with any business, Ferrari still needs to grow its revenues, even as sales in some markets, including its home market of Italy, decline sharply in the face of an economic crisis.
Here, the company is in the relatively unique position of having several lucrative means to earn revenue, and it is because of these that di Montezemolo expects revenues to grow even if sales remain static.
One is the ever-expanding personalization services offered by the company. In addition to its latest Tailor-Made Program, Ferrari also has its more specialized Carrozzeria Scaglietti, One-to-One, and Special Projects divisions.
Then there is the licensing revenue, which is derived from everything from Ferrari-branded key rings right up to the Ferrari World Abu Dhabi.
Finally, there is the Ferrari Classiche division, which works on restoring past Ferrari models. This has proven so popular that Ferrari is now considering opening a second facility in California. The U.S., after all, is the biggest market for Ferrari and has the most number of Ferrari models still on the road.