Skip to content
Subscriber Only

Ferrari Cuts Sports Car Production to Enhance Exclusivity

The sports car maker cuts production to enhance exclusivity
Ferrari Cuts Sports Car Production to Enhance Exclusivity
Photograph by Fabrice Coffrini/AFP via Getty Images

The adage “Less is more” isn’t something you’d expect to hear from a horsepower-driven carmaker such as Ferrari, but that’s exactly the strategy the exotic Italian sports car brand is pursuing. While mass-market auto manufacturers fight for market share and upscale leaders BMW, Audi, and Mercedes-Benz aggressively vie to be No. 1 in luxury car sales, Ferrari Chairman Luca Cordero di Montezemolo is hitting the brakes. The luxury unit of Fiat, which makes the $1.3 million LaFerrari hybrid supercar, plans to cut deliveries by 400 vehicles this year, to about 6,900.

It’s a bet—akin to the strategies of Patek Philippe watches and Hermès handbags—that scarcity has more value for “Il Cavallino Rampante” than pushing sales. Shifting down a gear on deliveries doesn’t mean Ferrari doesn’t want growth; it just hopes to sell buyers more than exotic supercars. “We have such amazing customers, including artists and novelists, so I should give them something no one else can provide,” says Montezemolo, 65, at his red leather-topped desk. “Ferrari must stay above other car brands in terms of profit, quality, and exclusivity, but also make money with additional services.”