How Ferrari Could Make Billions and Kill Itself in Five Quick Years
Ferrari will have five new cars to release in the next five years. And that number doesn’t include special editions, one-offs or anything like that. Doesn’t that sound super amazing?!
Well it does sound cool, but the news is not as big as it sounds. Ferrari has been on a yearly update schedule for quite a while now. That is simply their main business plan. Every year we get a revised model, and every four years, that model gets a heavy update. So we had things like the 599 GTB that became the 599 GTO. For the current lineup, we got the California, then the 458, the FF came after that, and now we have the F12 Berlinetta. Then the cycle began its repeat with this year’s California T, the first major refresh. Next year should see a faster, modified version of the 458 arrive.
Ferrari is also still enforcing its 7,000-car maximum production limit, so there won’t be any more available than there already are. I think the really big takeaway from the announcement was the fact that Ferrari said they are still exclusively using V-8 and V-12 engines. There were rumors of something like a forced induction V-6 in a potential 458 update, so those are now basically dead. Ferrari also is not going to heavily invest into hybrid systems until the tech reaches a level they deem satisfactory.
As cool as the announcement of a new lineup of Ferrari’s seems, it’s actually just business as usual.
But what if Ferrari didn’t do business as usual? What if Ferrari decided it wanted to dramatically increase sales, and didn’t care so much about its brand prestige and message? It worked wonders for Porsche with models like the Cayenne.
Hit the break to see our self-destructing, five-year Ferrari plan; brand prestige be damned.
2015 will be a light year for Ferrari. It will introduce a new 458 variant as planned, but it will also announce that there are exciting new cars coming over the next few years that will cement Ferrari’s place as the global leader in desirable automobiles.
Every fan of the brand with running around speculating what kind of incredible new V-18 engine Ferrari has invented.
Rather, the brand begins a manufacturing deal with Range Rover for chassis assistance, and internally, they kill off the successor to the new LaFerrari.
Lets start with the first brand-destroying money maker: an SUV. If there is anything that the Cayenne taught the world, it is that the upper-middle class will pay for an SUV with a sports car badge. Bentley is coming out with an SUV soon, and so is Lamborghini. From a purely monetary standpoint, Ferrari could literally double its sales in the first year, even if it charged an outrageous amount of money for one.
It would be a coupe-like SUV, much in the same styling vein as the BMW X6 or Range Rover Evoque, and will be powered by the turbocharged V-8 in the California T. Pricing would be just between the California and the 458. By pricing it above the cheapest Ferrari, it would be adding a bit of exclusivity to the machine, to help hold some brand cachet intact.
Now that brand loyalists are gnashing their teeth about the introduction of an SUV to the Ferrari family, it wouldn’t be very difficult for the team at Maranello to introduce a super-sedan. It would be positioned as a faster, more powerful alternative to cars like the Aston Martin Rapide and the Porsche Panamera Turbo.
It would have to be powered by the V-12 and would be an extension of the FF. It would even use the FF’s fancy AWD system. The car would focus on luxury and driver engagement, while promoting the speed and performance Ferrari is known for.
Actually, an FF sedan would probably sell really well, now that I think about it.
Now that Ferrari has opened the doors to cars that are well out of its traditional customer base, few people will bat an eye when they release a sports car that slots in under the California. The car will be billed as a 911 fighter and it will occupy a price around $150k, making a full 50-thousand cheaper than the California.
Ferrari fans will cheer the brand’s return to form as a sports car maker, neglecting the fact that this machine is now opening the door to much less wealthy owners, slowly sullying the image of money, power and prestige that Ferrari has been carefully crafting over the last 60 years or so.
Now Ferrari has set the stage for the next, and final step in their bid for billions of dollars and the total collapse of their brand prestige. At this point, Ferrari has a massive collection of non-standard cars for the brand, and certain cars like the 458 and F12 are starting to show their age. Ferrari will not refresh the F12, but kill it off in a move to reduce emissions and move the brand to a more affordable market.
As another move to goal, Ferrari will introduce a small roadster, similar to the Jaguar F-Type that features a 3.2-liter V-6 that is essentially a cut-down version of the 4.3-liter V-8 in the California. This “everyman” Ferrari will start under $100,000, and will sell like crazy.
Cash in the bank and a tarnished Prancing Horse
So there we have it. Now obviously this is all in jest, and while Montezemolo is in charge nothing like this will ever happen, but it is fun to think about how drastically a car brand can change in short time when chasing sales and profits.
What do you guys think? Would you be interested in buying a cheap Ferrari roadster if it meant trashing most of the rest of the brand? Do you think Ferrari is making the right move by locking sales at 7k units a year and chasing brand image rather than cash?
Sound off below!