- For decades, Ferrari has focused on scarcity as a way to maintain its cars’ value.
- Lately, the publicly-traded automaker is looking to grow its sales numbers.
- That means appealing to more people with a wider range of vehicles.
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Enzo Ferrari was a master salesman, an expert at appealing to the needs and egos of his wealthy clients. He appreciated the allure of scarcity. This is why he famously said of his eponymous carmaker, “Ferrari will always produce one less car than the market demands.”
Ferrari, like other boutique carmakers, rigorously tracks its clients’ purchase behavior, and especially their interests in more exclusive, limited edition vehicles, always looking to ensure that demand outpaces supply.
But Ferrari is not the personal fiefdom it was in the Enzo days. It has been, since 2015, a publicly traded company. And with that comes pressure not to leave money on the table, which investors hate. Which explains why Ferrari, while still talking about scarcity, is these days also talking a lot more about growth.
Unlike the product strategy of yore, which focused solely on core sports and grand touring cars, Ferrari is becoming a bit more of a “full-line” automaker.