The Four Things Ferrari Must Do to Impress Wall Street

Ferrari is in a bit of a pickle as it prepares for an initial public offering. Parent Fiat-Chrysler needs the cash, and public investors will no doubt be keen on the shares, but Wall Street runs on growth. And growth is the kind of thing that can send a luxury brand like Ferrari spinning into a ditch.

In the IPO paperwork Fiat just filed with the SEC, the company used the word “exclusivity” 64 times. In short, if Ferraris are everywhere, they won’t be worth nearly as much1437671937624. Indeed, production has hovered somewhere around 7,000 units for years, and the company said that manufacturing would creep up to only 9,000 units by 2019. Imagine how frustrating it would be for Apple to hit its massive expectations every quarter if it had to cap the number of iPhones it cranked out.