The Prancing Horse plans to increase supercar output from 7,000 to 9,000 units annually, representing an increase of nearly 30 percent, as noted in a Securities and Exchange Commission filing spotted by CNBC.
The Italian automaker has decided to lift the cap to help meet growing demand in emerging markets and to accommodate “demographic changes as the size and spending capacity of our target client grows.”
The company has long known that it could sell many more cars than it currently builds, however executives have sparred over the precise figure of vehicles that can be sold each year to balance profit with exclusivity and artificial scarcity.
The internal debate spilled into public view last year, as then-chairman Luca di Montezemolo argued in favor of a 7,000-unit cap to maintain brand value. In the other corner, Fiat Chrysler Automobiles chief Sergio Marchionne pushed for higher sales numbers. Marchionne apparently won the battle, resulting in di Montezemolo’s resignation.
Perhaps not coincidentally, Marchionne this week officially took the reins as Ferrari’s new chairman. The outspoken executive has promised to not “screw up” the brand, however he has voiced confidence that production can be increased to 10,000 units without any ill effects.
FCA has not been quite as restrained with Maserati, aiming to increase sales from 15,000 units to 75,000 units in just four years. The plan seemed to work at first, with 2014 deliveries up by 137 percent globally in 2014, however sales have since taken a negative dive with US purchases down by 34 percent in September and 8.2 percent for the first three quarters combined.
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