Despite having lost its edge in the Formula 1 championship, Ferrari’s road car division is continually improving its performance. One of the issues for a brand such as Ferrari is keeping its exclusivity while increasing production to match demand. It produced more than 10,000 cars in a year for the first time in 2019, and introduced five new models to the market. Each car costs a significant amount in terms of research and development (R&D), and to launch so many new versions in one year is an unprecedented move for the company.
Like most car manufacturers, Ferrari has to take into account the move to electric and hybrid engines. However, the typical Ferrari customer is looking for a car that does not compromise on performance, and the stylish and unique design that is the hallmark of a Ferrari needs to be maintained. It is a delicate balancing act for the firm — trying to drive up sales, but not wanting the cars to become too mainstream.
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