Ferrari always caters to the customer first, even if it means turning its back on its own.
Like a high school popularity contest, it’s fun to observe the ways that Ferrari makes its billionaire customers jump through hoops just to get one of its more prestigious models. Behind the Prancing Horse gates in Maranello, there’s a man who’s job it is to decide which loyal customer gets a special edition Ferrari and give the rest of the pestering billionaires a resounding “no” despite the fact that many of them have never heard that word before.
That man is Enrico Galliera and during a recent interview with Drive, he detailed parts of the job that may be of interest to anyone wondering how Ferrari drums up such high demand for seven-figure cars. During the interview he mentioned one group of people who will never get to buy one of these Ferraris: Ferrari’s own employees. While CEO Sergio Marchionne and Enzo’s offspring likely get a pass, it’s company policy that employees don’t get an a copy of their own for the garage. The exception to that rule is Ferrari’s own F1 drivers, the only company representatives with enough skill to make something like an 812 Superfast look great on the track and have the income to afford it.
Galliera clarifies: "The philosophy is that with such limited production and clients waiting so long to get their cars, it's not nice if the car is delivered to employees. It is clients first." As unfair as that sounds, the way he describes the desperation with which some customers chase a special edition supercar with makes it seem like stretch for Ferrari to offer super special supercars, even to its drivers. “The most difficult part of my job is when I join an event and the person (pushy customer) is there, and he becomes hard headed, and he locks onto me and keeps asking and asking.” Annoying as that sounds, Ferrari's tactics are all a ploy to push demand to a peak while supply is kept at a trickle.
The cold shoulder seems to work though, because as Galliera mentions, when Ferrari sent invitation letters to 200 customers for the LaFerrari Aperta, each and every one of them responded with a yes. We’re not even sure Frank Lucas peddling one of the world’s most addictive substances would have that kind of success rate.