The Factory achieves record results with fewer cars
When heard first it was somehow surprising that Luca di Montezemolo wanted to protect Ferrari pre owned cars from loss in value by reducing the Factory’s output of newly produced cars. But if this was the reason, at least the reduction in sales of new cars worked and if we take a look on the financial results at the same time, this did not harm Ferrari’s success.

The total revenues of the company rose by 5% to 2.3 billion € with a net profit of 246 million €. The contribution of brand-related activities of the company once again achieved an impressive result in revenues of 54 million €.

One may have already looked at the “Production Chart” shown in our Picture Box, but here are the figures in detail:

The production of new cars declined for the first time in three years and fell below the 7,000 units’ barrier with a total of 6,922 cars produced. The US market is still absorbing close to 30 % of the production, Greater China fell insignificantly to 700 cars, being the second strongest market for Ferrari worldwide. Germany’s sales figures of 652 cars (approx. -100 cars versus 2012) in 2013 have been topped by the UK with 677 units delivered.

The Italian trend still is unbroken with a further decline in sales with 205 cars.

The achieved results made significant investments of 337 million € possible. The Tailor Made program as well as the Classiche Department are performing well.

This leads to Ferrari still being the “Most Powerful Brand” in the world and with all other figures included –hard facts or soft facts-, Montezemolo’s strategy seems to work out fine – if it stops the decrease in value of the “mass”-production cars like 360 and F430, pushing hard on the other cars of the so called Montezemolo era? The future will tell.