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http://www.telegraph.co.uk/finance/newsbysector/transport/10044827/Ferrari-tries-to-cut-car-sales-to-protect-brand-exclusivity.htmlFerrari will limit sales of its sports cars this year to protect the brand's aura of exclusivity, chairman Luca Montezemolo has said.
Wealthy people around the world are snapping up Ferraris and the company is worried the brand might lose its appeal as a symbol of rarefied luxury. As a result, it will scale back production to below 7,000 units this year, compared with 7,318 last year.
"The exclusivity of Ferrari is fundamental for the value of our products," Mr Montezemolo told journalists at the company headquarters near Modena, in northern Italy. "We don't sell a normal product. We sell a dream."
Ferrari sales were up 4pc in the first quarter, to 1,800 units. Mr Montezemolo said he will provide a detailed outlook in the coming months but estimated the drop in unit sales this year will be greater than 1pc or 2pc.
Revenues in the first quarter of the year were up 8pc to €551m (£467m), yielding a net profit of €80.5m, which is an increase of 42pc over the same period of last year.
Mr Montezemolo said Ferrari's engine business - which supplies motors to Maserati, also owned by Fiat SpA - will help keep revenues on track as it scales back unit sales. Ferrari recently invested €40bn in a new V6 engine plant to supply Maserati. The plant began work in January with 100 workers, and there are plans to add another 100 as production builds up.
