Ferrari has surpassed all exclusivity; no matter how much cash is in your wallet you cannot buy the newest Ferrari without an invitation. In fact, if you haven’t already received a call from Ferrari you’re out of luck- they’re sold out. Thee Ferrari Sergio, produced in partnership with italian designer Pininfarina, was released with a total of 6 on its production belt. This is a drastic step for a car company to take, as one can only imagine the amount of money spent making and designing a car to only release 6. While their demand will always be high due to brand recognition, the company has always upheld a reputation of exclusivity to what may be viewed as too much by some of its fans. Ferrari has agreed to increase production of all base models by 5% within 2015 to ensure their waiting lists “don’t get too out of hand” (Petroff, 1). Then why create a car so private it is virtually unattainable?

Compared to other high end, exclusive dealers, Ferrari has recently been increasing their production in order to tap into customers with available capital to purchase their product however have suffered from unavailable supply. Over the pat 3 years, Ferrari has released double the amount of production in their models compared to Aston Martin, and almost 1/3 more than Lamborghini. This is a huge competitive advantage as they are not losing nearly as many customers due to their increased “availability” of products, especially when compared to the number of customers they are gaining due to their “abundance” of high end cars compared to Ferrari. In addition, loyal customers will not view the brand as distasteful or less exclusive due to higher production numbers, as their brand image and reputation has already been so solidly established. The operations of this change of pace by Ferrari has obviously increased revenue, but also has instilled a sense of hope within Ferrari fans all over the world that they can purchase a Ferrari without as much hassle. It is hard enough to attain the capital to comfortably purchase a Ferrari, however that seems to have only been half the battle due to the brand’s insistence of privatization. Do you feel this is a good or bad move on Ferrari’s end? Will their new production model effect their image down the line?

http://money.cnn.com/2014/10/27/luxury/ferrari-car-sergio/index.html

 

Statistic Reference:

http://www.statista.com/statistics/268405/vehicle-production-of-aston-martin-and-ferrari-and-lamborghini-since-2005/