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Ferrari's Competitors Have No Clue What's About To Happen

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The SF90 was only the beginning.

Ferrari is one of the most sought after brands in the world. So it makes good business sense to capitalize on that. However, Ferrari is in a very delicate position. On the one hand, it wants to expand its lineup because there's more money to be made. On the other, Ferrari is a brand of tradition and exclusivity; it can't afford to dilute either.

While the Italian company has already announced plans to launch an SUV in the near future, its marketing chief recently told Autocar there are additional plans to diversify the types of vehicles it sells. Enrico Galliera said that "What we are trying to do is become a lot less predictable. We are currently working to redesign our products of the future. For example, the SF90 Stradale is not a car that was in our product range previously. It's a completely new car, new technology, a new segment. It is what we are calling a 'range supercar. It's not a LaFerrari. But it does supercar performance – and is available to a wider range of customers."

A total of five new Ferraris will be launched this year, two of which already revealed, the SF90 and F8 Tributo. It's widely rumored the third will be a convertible variant of the 812 Superfast. "There are five launches in 2019. We are creating new segments for Ferrari to attract different customer profiles" he said. "There are a few clients who are looking for something different. For example, Portofino is not necessarily peak Ferrari but it's more elegant, more comfortable. There were lots of people that wanted a Ferrari but were scared by high-performance car."

At the same time, Ferrari has the opportunity to attract and maintain an entirely different type of buyer who'd normally shop elsewhere.

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But the key is maintaining exclusivity while growing. How does Galliera believe this can be done? "We're not selling more of the same product. We grow without pushing a single model. We will see growth through new segments. And we expect to grow further in higher-end models." A total of 9,251 Ferraris were sold last year, a figure that's expected to increase for 2019.

Come 2022, when the SUV is expected, total Ferrari volume is expected to be above 15,000 units annually.

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