Ferrari will ramp up its production from around 7,000 units annually to 9,000 units by the 2019 calendar year. Parent company Fiat-Chrysler is looking to boost the storied supercar manufacturer’s revenue and profits as it prepares to sell off 10 percent of the company in an IPO later this year.
Fiat-Chrysler is faced with the task of keeping future shareholders in Ferrari happy while not upsetting its passionate customer base. Many Ferrari owners are attracted to the brand due to its exclusivity and ramping up production could have a negative affect on its well-established image.
Ferrari said the decision comes amid to “growing demand in emerging markets and from demographic changes as the size and spending capacity of our target client grows.”
In addition to affecting its image, higher production numbers could also drive pre-owned Ferrari prices down. A year-long waiting list for new Ferraris ensures fans of the brand buy up pre-owned cars, which keeps their value up. In coming years it will be much easier to buy a new Ferrari, so current owners could see the value of their cars drop.
Ferrari assures customers and shareholders it will “maintain a reputation of exclusivity and scarcity among purchasers of our cars and deliberately monitor and maintain our production volumes and delivery wait times to promote this reputation.”
Additionally, limited-run cars like the LaFerrari, or the recently unveiled F12 TdF, will help preserve Ferrari’s image of exclusivity, the automaker said.