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Ferrari CEO Reveals Growing Number of Under-40 Buyers Despite Increasing Wait Lists

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Ferrari CEO Highlights Growing Number of Young Buyers Amidst Increasing Wait Lists

Focus on Value and Exclusivity

Ferrari's CEO, Benedetto Vigna, emphasized that the company prioritizes value and respect for its clients over volume production. The exclusivity and uniqueness of Ferrari cars contribute to their value, and increasing production would compromise this. Despite pressure from shareholders for sales and volume growth, Ferrari maintains a delicate balance between growth and exclusivity.

Challenges with Limited Production

Ferrari produced 13,221 vehicles in the previous year, an 18.5% increase from 2021. However, demand still surpasses supply, resulting in waiting lists of three years or more for models like the Purosangue SUV. Some analysts suggest that Ferrari could easily sell twice as many cars as it currently produces. While Ferrari is building a new factory for hybrid and electric vehicles, the extent of production increase remains uncertain.

Expanding Reach Among Younger Clients

Despite limited supply, Ferrari continues to attract younger clients. Vigna revealed that 30% of their new clients are under 40 years old, indicating a successful expansion among this demographic. The company's client base has expanded for ten consecutive quarters, highlighting the enduring appeal of the Ferrari brand.

Focus on Continuous Improvement

While Ferrari faces challenges in Formula 1 racing, currently ranking fourth in the team standings, Vigna emphasized the importance of continuous improvement. Racing is deeply ingrained in Ferrari's DNA, and the team's primary focus is on enhancing the car's performance. Vigna quoted founder Enzo Ferrari, emphasizing the company's commitment to progress and the pursuit of excellence.

Future Outlook and Priorities

When asked about the possibility of Lewis Hamilton joining Ferrari, Vigna expressed satisfaction with the current drivers, Charles Leclerc and Carlos Sainz Jr. The priority for Ferrari is to enhance the car's competitiveness. Vigna reiterated the need to keep working and maintain the desire for progress in all aspects of the company's operations. In conclusion, Ferrari's CEO highlights the growing number of young buyers, even as wait lists for their cars continue to increase. The company's commitment to value, exclusivity, and continuous improvement remains steadfast. As Ferrari navigates the challenges of limited production and strives to attract a new generation of clients, their focus on maintaining the brand's allure and enhancing performance will be key to their future success.

Implications for New Businesses

The insights from Ferrari's CEO, Benedetto Vigna, offer valuable lessons for new businesses. The delicate balance between exclusivity and growth, the focus on continuous improvement, and the successful expansion among younger demographics are all strategies that can be applied to various industries.

Exclusivity and Growth

Ferrari's approach to maintaining exclusivity while managing growth is a strategy that new businesses, especially in the luxury goods sector, can emulate. It's crucial to understand that increasing production or services may not always be beneficial if it compromises the brand's value and exclusivity.

Continuous Improvement

Vigna's emphasis on continuous improvement, regardless of the company's current success, is a mindset that all businesses should adopt. New businesses should strive for constant enhancement in product quality, customer service, and operational efficiency.

Targeting Younger Demographics

Ferrari's success in attracting younger clients despite its high-end positioning is noteworthy. New businesses should consider how they can appeal to younger demographics, which often involves staying current with trends and leveraging digital marketing strategies. In conclusion, the strategies employed by Ferrari provide a valuable blueprint for new businesses. By balancing exclusivity and growth, focusing on continuous improvement, and targeting younger demographics, new businesses can navigate their unique challenges and carve out their own path to success.
Story First Published at: https://www.cnbc.com/2023/08/22/ferrari-ceo-benedetto-new-buyers-under-40.html
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