As Ferrari looks to greatly increase global sales in a bid to boost profits, the automaker is likely to introduce a
crossover “Ferrari Utility Vehicle” to expand its lineup and attract new buyers. Somewhat less likely is a revival of the sportscar-maker’s discontinued, lower-priced “Dino” badge, although rumors of such a revival have been around for some time.
Ferrari CEO Sergio Marchionne all but confirmed that a rebirth of the “Dino” marque was imminent a few short years ago, saying it was “a matter of when, not if,” but his comments on the matter have become less resolute in the time since. During a recent call with analysts, the executive reportedly shared that views within Ferrari’s leadership team are split, and not everyone is sold on the idea. It could be dangerous to lower Ferrari’s starting price by resurrecting the Dino brand, he says, and with the automaker’s “phenomenally young” customers in Asia, it’s uncertain that Dino is necessary to attract younger buyers.
“We need to explore ways to attract customers to traditional values of the brand such as style, performance and engine sound before downgrading the entry level price for the brand,” says Marchionne.
If Ferrari were to launch a Dino-branded model in the near future, insiders say it would likely cost in the neighborhood of €150k – roughly 20 percent less than the starting price of the automaker’s current cheapest model: the California T. It would be powered by a V6 engine, but nonetheless able to hold its own against the likes of Porsche and McLaren.
Marchionne says that a final decision regarding whether or not the Dino brand will be resurrected will be announced at the same time as the company makes public its next five-year plan, likely in the first quarter of next year.
(Source: Automotive News Europe)