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.