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Ferrari chairman Luca di Montezemolo

MARANELLO--Italian supercar maker Ferrari intends to produce fewer cars beginning this year so as not to cheapen the value of its units, revealed company chairman Luca di Montezemolo to global journalists yesterday at "Formula Ferrari," a conference held at Ferrari headquarters in Maranello to discuss the future of the automaker.

"We will assemble low-volume models to maintain the value of secondhand Ferraris," said di Montezemolo. "The idea is not to flood the market with too many cars. We're after exclusivity."

The thrust begins with the all-new LaFerrari, of which only 499 units will be made.

The revelation was made even as the Italian executive announced that Ferrari sold 1,798 road cars in the first quarter of the year, a 4% increase from the same period last year.

"We sell 500 cars in China alone every year," the Ferrari boss pointed out. "That is not exclusivity."

Di Montezemolo also brushed off suggestions that the competition will benefit from this decision, saying that this is the right move for long-term success and sustainability.

Well, good news for Ferrari customers then. Their cars should now skyrocket in value.

Photos by Vernon B. Sarne



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