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Ferrari grows by adding countries
New Markets
The limit on Ferrari's volume is about how many more cars an existing market can take before the brand is diluted, not how many cars the factory can produce. New markets are perfectly allowed as long as they do not change the perception in the current markets that there are suddenly lots of Ferraris on the streets. Luca di Montezemolo began selling meaningfully in China, where flaunting wealth was fashionable just as it was becoming less fashionable in Europe, and Ferrari has repeated the move whenever a new region gets wealthier or more comfortable with flash.
Staying Rare
Ferrari makes so few cars, and sells so few into any one geography, that seeing one on the road should be a rare moment. The minute that stops being rare, part of the myth dies.
Repeat Buyers
A large number of Ferraris are bought by people with 10, 20, or 30 of them, so many units vanish into garages nobody sees. That gives Ferrari a reason to keep selling to the same person again and again, since each sale adds revenue without making a Ferrari feel commonplace on the street.
What keeps Ferrari's supply below demand?
Ferrari has long described its policy as delivering one car fewer than the market demands, a phrase often attributed to Enzo Ferrari himself. Waiting lists and allocation by customer history decide who gets a new car. Production is set below the level at which Ferrari expects to sell out.
Why do some Ferraris sell for tens of millions?
Collectors treat the rarest Ferraris as assets, and many sit in garages for years. A 1962 250 GTO reportedly sold privately for about $70 million in 2018, among the highest prices reported for any car. Only 36 of those cars were built.
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