According to documents sent to the U.S. Securities and Exchange Commission (SEC), there will be more Ferraris on the road starting in 2019. The Italian exotic car manufacturer indeed plans to ramp up production from 7,000 to 9,000 units a year, The Detroit Bureau reports.
A while back, former Ferrari president Luca di Montezemolo quit the company because he didn’t want to dilute the brand by increasing production. Fiat Chrysler Automobiles, which owns Ferrari, had other plans, however.
Ferrari claims the decision to increase capacity by 30% is the result of “growing demand in emerging markets and from demographic changes as the size and spending capacity of our target client grows.”
The automaker also said it will “maintain a reputation of exclusivity and scarcity among purchasers of our cars and deliberately monitor and maintain our production volumes and delivery wait times to promote this reputation.” Making special limited-edition cars and supercars like the LaFerrari will be key, of course, but so will expanding the brand through theme parks, retail stores and licensing deals for sportswear, watches, electronics and other accessories.