The prancing horse is on fire.
Italian supercar manufacturer Ferrari had a banner year in 2019, building on the superb growth seen in 2018. And 2017. And 2016, and 2015.
Basically, the iconic brand is on a roll, boosted by strong sales growth in the European/African/Middle Eastern and Asia Pacific markets, especially mainland China. Surprisingly, sales in the Americas actually declined year-over-year in 2019, although in a release, Ferrari says this was due to the "deliberate geographical rebalancing driven by product phase-in pace and waiting lists."
The sales stars in Ferrari's lineup were the 488 Pista and 488 Pista Spider, the Ferrari Portofino, and the Ferrari 812 Superfast, all of which saw global deliveries increase in 2019.
It's important to remember that all this is before the launch of the 2022 Purosangue - Ferrari's first production utility vehicle. The let's-not-call-it-a-crossover is expected to be a huge hit for the Italian supercar marque as utility vehicle sales worldwide continue their sales boom.
Ferrari's low self-imposed production cap has been lifting gradually over the past few years. The policy was meant to maintain brand exclusivity in order to avoid a depreciation of the Ferrari name, but so far, the company's expanded production doesn't seem to have hurt its global sponsorship, commercial, and brand revenue streams. On the contrary, the Ferrari brand itself experienced a 6-percent increase in revenue from these sources, largely driven by its Formula 1 participation.
Of course, there is a theoretical limit to how much Ferrari can produce while maintaining its valuable exclusivity, but the marque seems not to have found that limit just yet.
The Ferrari 488 range has been replaced by the F8 Tributo - essentially the same car, but with some important updates, including the 488 Pista's 710-horsepower V8 engine. Time will tell how that model compares in popularity to the 488, but if we were placing bets, we'd put money on Ferrari continuing its march toward global
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