Hopes are high for Marco Mattiacci, the new CEO of Ferrari of North America Inc., to raise US sales. Mattiacci took on the position on Jan. 1, replacing Maurizio Parlato, who unfortunately was let go after seven years as North American chief.
Volume fell 14% in 2009 to 1,467. Dealers said that cars were no longer delivered to dealer stocks and that cars will only be built once customers sign the contracts.
Dealers also pointed out that the arrival of the new California coupe, which was supposed to go on sale in early 2009, was delayed and only arrived in midsummer.
As a result, it missed a portion of the prime selling season. While the 458 Italia received much praise at the Frankfurt auto show last September, deliveries have only just started.
This vehicle replaces the 430, which US dealers consider as their top seller. Ferrari experienced more woes. Ferrari's global revenues dropped by more than 7% last year to 1.78 billion euros ($2.43 billion).
A total of 182 Ferrari employees left last year, leaving only 2,835. Mattiacci had said in an interview that he is confident in the brand's heritage and product lineup.
He seeks to continue Ferrari's marketing campaign, which he says is based on exclusivity. Mattiacci said that Ferrari will benefit from its two new models. The North American market is something that Mattiacci knows much about. He served as head of marketing until 2006 when he became CEO of Ferrari Asia Pacific.