The Ferrari brand is synonymous with desirability and exclusiveness, a combination that leaves buyers often waiting close to 18 months just to take delivery of their purchase. Execs at Maranello are well aware of the problem and is increasing production of its cars by 5% in an effort to reduce waiting lists, especially for the countries that have the greatest potential such as China.
Ferrari will focus on meeting demand from new markets such as China, without effecting the supply of its cars to important markets such as Japan and the US. “China will be very important in the future for Ferrari”, explains Andrea Bozzoli, commercial director and of marketing of the Italian mark, adding “it is one market in which proportionally we are going to invest more money for the coming years.”
The US remains Ferrari’s single largest market, followed by Germany, the UK, Italy, Japan, Switzerland and France. Last year, sales for Ferrari totaled 5,671 vehicles with the greatest levels of growth in the Asia-Pacific region. Ferrari’s policy for the future is to maintain growth in its established markets but heavily promote the brand in the emerging regions. For China, Ferrari will build a new a technical center complete with a high-performance driving school for new customers.
