With Ferrari now officially considered a publically traded company, the pressure is on for the automaker to appease shareholders. Ferrari is considering boosting its annual production to 9,000 cars annually in coming years, and while this isn’t the first time we’ve Ferrari speak of such a plan, the time for the company to officially move forward with it may be near.
Ferrari chairman Sergio Marchionne told Bloomberg at the North American International Auto Show in Detroit this week they could boost annual production to 9,000 units by the year 2019, so long as the demand is there to justify it.
“We need to get there and try to determine whether the market can handle more than 9,000,” he said. “The founder of Ferrari in 1947 had a clear view that we produce one car less than the market demands, so, as long as we pay attention on that rule, we’ll be fine.”
China has been the main driving force behind demand for sports cars and other luxury vehicles in recent year, but demand has since fallen due to economic downturn. In response, Ferrari may begin to rely more on the United States for sales, with 35 percent of its sales coming from there as opposed to 30 percent this year, according to IHS Automotive data.
Ferrari is concerned boosting production could hurt the brand’s exclusive image, however its earnings would go up dramatically. Estimates from Mediobanca gathered by Bloomberg indicate earnings would jump 59 percent from its 2014 earnings if it were to produce 9,00 units annually, reaching $1.19 billion.