Advertisement

‘With intentionally low production, Ferrari needn’t try hard’

Mike Rutherford looks at Ferrari's future plans as the manufacturer celebrates its 70th birthday this year

Opinion - Ferrari

Best-known brand and badge on planet car? It has to be Ferrari and its prancing horse, no? Countless millions have grown up dreaming of owning one. And although rival firms have done their best to make products equally magical, aspirational and desirable, few – if any – have succeeded.

A recently retired employee tells me demand outstripped supply to such an extent that customers for every Ferrari built could be found in a tiny corner of the world: California.

Advertisement - Article continues below

These days, with growing armies of ‘new money’ clients, it’s safe to say Ferrari ‘sales’ execs have it easy. Less about selling products to buyers; more of customers being able to sell themselves to prove they are wealthy, worthy recipients of a prestigious model.

Best supercars on sale

This year, Ferrari’s 70th, will be much like any other. Rich petrolheads who want the cars to drive them, celebs and wide boys craving attention, the mega-rich spoiling themselves, plus investors who don’t let the cars see the light of day will all be begging to buy. With an intentionally low (circa 8,000) annual production figure (800 UK-bound), the firm sits so comfortably it needn’t try hard.

A current exec shakes his head when I suggest Ferrari might follow Bentley and Rolls into the SUV sector. His reaction to those who say complacency might be creeping in at the new-look, Sergio Marchionne-led brand? “Not guilty. Ferrari is the bullseye.”

Advertisement
Advertisement - Article continues below
Advertisement - Article continues below

He welcomes Audi’s arrival on the supercar scene (with the R8), Honda’s return (new NSX) and McLaren’s latest 570S. They attract a new breed of two-seater customer – and many may well end up buying Ferraris.

It’s not all rosy. How much confidence does the swaggering company have left in its troubled F1 team? Sebastian Vettel is one of the best, as he proved in Miami in January with another Race of Champions win. But he deserves much more than a floundering car and a lethargic team-mate.

It needn’t and shouldn’t have been like this. I personally witnessed, at Maranello and elsewhere, how hard Michael Schumacher worked behind the scenes and on the front line at Ferrari. I cheekily suggested to former boss, Luca de Montezemolo, he should appoint Michael as his number two. Luca thanked me for my “super, super creative idea”, before adding it could and would never happen. True enough, as Luca has now been ousted from Ferrari, while Michael fights for his life. I wish the very best to both men... and to Ferrari as it celebrates 70 years.

Would you like to see Ferrari build an SUV? Let us know your thoughts below...

Advertisement
Advertisement

Recommended

Visit/ferrari/30374/new-2021-ferrari-purosangue-suv-will-use-an-adapted-platform-from-the-roma-gt
Ferrari Purosangue final
Ferrari

Ferrari Purosangue SUV

The Ferrari Purosangue will be the brand's first SUV and could use a V6, V8 or V12
7 Jan 2020
Visit/ferrari/108408/new-2020-ferrari-roma-blasts-in-as-new-612bhp-gt
Ferrari Roma - reveal front
Ferrari

New 2020 Ferrari Roma blasts in as new 612bhp GT

The new Ferrari Roma arrives with 200mph+ top speed and a totally new interior
14 Nov 2019
Visit/ferrari/106408/one-off-ferrari-p80c-track-only-car-unveiled
Ferrari P80/C Goodwood
Ferrari

One-off Ferrari P80/C track-only car unveiled

Ferrari’s Styling Centre has built a bespoke track-only supercar, inspired by the 330 P3, built on the same underpinnings as the 488
8 Jul 2019
Visit/ferrari/106214/new-ferrari-sf90-stradale-986bhp-plug-in-hybrid-power-for-new-flagship
Ferrari SF90 Stradale - full front
Ferrari

New Ferrari SF90 Stradale: 986bhp hybrid power

The Ferrari SF90 Stradale is the brand’s first ever plug-in hybrid, combining Ferrari’s most powerful V8 ever with three electric motors
30 May 2019

Most Popular

Visit/modern-classics/351953/most-wanted-cars-2020-poll
News

Most Wanted Cars 2020: poll

Decide which classic car you would most want to see brought back from the dead by an all new model
27 Mar 2020
Visit/features/351947/30-brilliant-boredom-beaters-car-fans
Features

30 brilliant boredom beaters for car fans

Stay at home, stay safe and enjoy some pure automotive escapism in the form of the very best content from Dennis Publishing’s leading car brands.
27 Mar 2020
Visit/news/351950/global-temporary-shutdown-car-factories-could-actually-benefit-manufacturers-and
News

'The temporary shutdown of car factories could benefit manufacturers and customers'

With car factories around the world closing temporarily, it may give manufacturers the chance to clear out the current backlog of unsold new cars, say…
28 Mar 2020