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2016 Ferrari 458 MM Photo: Supplied
 
 
Kez Casey | Dec, 14 2017 | 0 Comments

Exclusivity is a big part of Ferrari’s lure for well-heeled buyers seeking something that will help them stand out from the pack, but under the rule of CEO Sergio Marchionne annual production is on the way up.

According to Bloomberg Ferrari is set to double vehicle assembly shifts in 2018 to two a day, with unnamed sources confirming the increased work roster.

Already the brand is ahead of schedule to reach its targeted goal of 9000 cars per year in 2018.

As far back as 2014, when Marchionne took over from previous boss Luca di Montezemolo, the new chairman suggested the brand had the potential to grow from its 7000 vehicle cap to as many as 10,000 cars without harming the brand’s famed rarity.

Marchionne will present an official brand strategy early in 2018, but it is expected that a brand-first SUV will form a major pillar of the plan, with the potential to push sales past the 10,000 mark.

In order to maintain its high levels of desirability Ferrari will also roll out an ongoing series of limited edition models of its supercar ranges to keep brand enthusiasts filling order books.

The move to increase production comes as a reflection of the increasing number of wealthy individuals globally, with a reported 36 percent increase in the number of millionaires over the last ten years, while the number of billionaires grew by 45 percent in the same period according to data from real estate firm, Knight Frank.

Ferrari still holds a 12 month waiting list for most of its models, with special editions of its most desirable variants usually pre-allocated to faithful collectors ahead of being publicly unveiled, ensuring fervent demand.

The brand also allegedly protects its collectability by banning ‘flippers’, buyers who resell rare and collectable new cars for a profit shortly after taking delivery, and keeping production numbers below perceived demand.

MORE: Ferrari News and Reviews

 
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