2018 LaFerrari Aperta units have sold out, Ferrari is pressured to resolve long waiting lists

Article by Christian A., on July 21, 2017

Do you ever wonder what challenges automakers have in selling limited edition cars? It’s different for each company but it can get stressful if the demand is high instead of the other way around. For instance, Enrico Galliera, Chief Marketing and Commercial Officer of Ferrari recently sent out 200 boxes each containing a key of the limited-edition LaFerrari Aperta to their preferred clients, and all 200 of them bought the new model without even knowing how it looks. It’s crazy particularly when you factor in that each vehicle has a $3.9 million price tag.

Obviously, the company has no problems when it comes to marketing its cars. In fact, it did not even have to market the car publicly and it didn’t even divulge its price. The open-roof Ferrari LaFerrari Aperta is equipped with a naturally aspirated V12 gasoline-hybrid powertrain generating 950 horsepower.

In an interview with The Drive, Ferrari said that they always have a much higher demand than their supplies. So what they do is they try and identify which of their customers deserve the limited edition car. Galliera added that he considers the LaFerrari Aperta as a gift to their best customers - even if they have to pay millions for it.

That would be the easier side of their job, but what about those millionaires who can afford the car but were not given a key? This is where the hard part comes in, as the company will have to explain to the wealthiest people in the world that it is a limited-run model and that they will not be producing any more of it. Galliera says that they get applications from “people who do not deserve (the car)” but simply have the money to buy one. Having said that, he had to refuse a lot of people who have more money than devotion to the brand.

Furthermore, now that they have expanded into more countries, the company says that it has become more difficult selling regular production Ferraris, as it has become more common and millionaires from all over the globe probably have one parked in their garage. But at the same time, a challenge for them would be the higher demand for limited edition models, as wait lists are becoming longer. Some examples would be that of a 488 GTB, California T, and GTC4 Lusso T from last year. Customers who ordered these models will have to wait until 2018 to get their hands on the car. In fact, the V12 powered 812 Superfast model has a waiting list of three years.

Because of these wait lists, Ferrari gets a lot of complaints. A solution for them would be to increase annual production volume, but they have already done this in 2016 by pushing 8,014 vehicles. That means they would now have to come up with other methods to appease everyone.

Source: drive.com.au

If you liked the article, share on:

Comments

Recommended

Nissan is commencing sales of the 2019 Nissan Altima on October 3, 2018 in the United States. As expected, the Japanese carmaker has already divulged the details and specs of...
by - November 26, 2018
Sports utility vehicles are still in heavy demand. Ford knows this very well as the American carmaker has seen sales of its SUVs surge dramatically by 28 percent in the...
by - November 26, 2018
BMW’s European customers who are looking forward to have a new range extender version of the 2019 BMW i3 (BMW i3 REx) will have to bear a bad news from...
by - November 26, 2018
Imagining the future of automotive luxury more than three decades from now seems to be a daunting task. It would be hard for a typical person imagine such future without...
by - November 21, 2018
Can a Dacia Duster be compared with a Ford Mustang? It would be difficult to do so as these vehicles compete in different categories and segments, have different price points...
by - November 20, 2018