Fiat CEO Sergio Marchionne isn’t set to take the chairman of Ferrari role from Luca di Montezemolo until next month, but he’s already planning to do something his predecessor was opposed to throughout his tenure. Speaking at an event late last week, Marchionne divulged his plans of increasing production of Ferrari vehicles, including the LaFerrari , to meet with customer demand.
That issue was one of the reported reasons behind the disagreements Marchionne had with di Montezemolo, culminating in the latter’s decision to step down as Ferrari chairman after 23 years of holding that post. Di Montezemolo wanted to keep the Italian automaker’s production volume limited to 7,000 vehicles a year to protect its exclusivity, even at the expense of losing buyers willing to spend top dollar for these models.
But Marchionne is holding firm on his stance and is now planning to increase production of Ferrari models, including the $1.3 million LaFerrari that was initially limited to just 499 units.
“If that class increases, we should be able to follow them,” he said during the event. “The waiting list will become too long, and people get tired.”
He didn’t give a definite number on how many vehicles he wants Ferrari to produce every year, but he did say that there’s a potential for close to 10,000 models annually.
Only time will tell if his strategy works or whether it puts a taint on the Italian automaker’s ‘exclusive’ legacy.
Click past the jump to read more about Marchionne’s plans for Ferrari.