An excellent question. Every generation has an identity and distinguishing characteristics. These distinguishing characteristics play out in various ways. For general discussions' sake a generational label is applied: Depression era, Baby-boomer, Generation X, Generation Y, Generation Z, etc. This label has many connotations and influences many things, including how a seller sells their stuff to the generation in question. But for whatever reason it seems some posters on this thread opine that Ferrari is immune to these generational differences. That Ferrari can keep peddling to the future buyers in the same manner they have peddled to their past buyers. I simply disagree. Time will tell. A wise peddler addresses these distinguishing generational characteristics, in this particular discussion--- Generation X & Y, into how they persuade prospects to buy their products or services. Ferrari is no exception, even though they may they think are. They must craft a different marketing strategy or they will lose sales. Their market share will erode. Their arrogance, albeit based upon their past great success, is still their greatest obstacle to maintaining their current position. The fall is neither inevitable--- Ferrari can change, nor overnight. Anyone who applies what I am proposing to 458 orders misses my point. Next year is not trouble. Next decade, I think so. Mike
I think you have a higher opinion of man than most. Modern man has been around for what?Aproximately 100,000 years or more? In that time, we have changed very little. There will always be those that are willing to pay any price, suffer any indignity. For having the supposed privilege of owning the very rare. It is our nature. Ferrari has always understood that. They cultivate it thru their marketing ,sales and racing program. It is the key to their continued success today and far into the future.
I hear you. Perhaps. But . . . I just happen to think the impact of being raised in an "all things internet" generation is a game changer. For the first time in human history we a graduating a consumer generation used to information being shared at the speed of light by anyone, anywhere, anytime. What you would like kept private, is known. What you would like known locally, is known globally. Mike
Mike- we do disagree. I have found that human nature, and generations, changes less than most people imagine-- and certainly less than you suggest. After all, the speed of communication has been increasing since the telegraph and transatlantic cables in the 1800s. In the 1960s-1970s, much the same argument was made about the first generation which grew up watching television.
But it is also a case of information overload. What is going to get your attention on luxury goods going forward? A flashy email that links to a snazzy website, or an actual letter inviting you to an event, knowing probably ahead of time that you're serious about buying. Generations try to show that they've arrived by trying to emulate the monied class, usually in a way that makes the latter comment that their arrival was vulgar. Gen X grew up drowning in branding, until they reject it wholesale, nothing changes. Don't forget, we're not talking about selling toothpaste to a mass audience, this is a niche product being presented to a very small market, yet one that has mass appeal. Everyone wants a piece of the dream.
I think that many of those complaining are doing so because of the way it was handled by Ferrari, possibly at a local level. The fact that the 599 GTO was introduced to a prospective owner number greater than the final production number also shows that there is an adjustment to etiquette required.
There's a Tsunami coming thats for sure. How Ferrari will handle it will be interesting to say the least. Many loyal customers with deep pockets. Have already been excluded or have turned down the opportunity to buy both the GTO and or its topless cousin. In hopes of ataining the Enzo replacement. Unfortuanately, the poor marketing of both prior limited editions. Have forced many who were once confident that they would be on that short list now feeling very insecure. There will be intense jockying for position. Favors will be called in and many will be left out in the cold. Its inveiling will have all the makings of a marketing nightmare.... In effect a "Perfect Storm". The factory can sell every Enzo replacement it wants to build at almost any price point. The problem is, if you build too many to satisfy demand the price will fall. Customers wil feel that they have overpaid and credibility of the marque will take a beating from its most important clients. Build too few and there will be a lot of bad blood spilled and not all will be forgiven.
Personally I doubt Ferrari can sell as many Enzo 2's at whatever price they charge. 1MMe separates the wheat from the chaff. Porsche is doing it right with the 918. Bug has great marketing also. When the new McLaren starts to look a bit better things will get interesting. If the Macca Supercar looks really good things will get very interesting. The new Lambo will be a winner IMHO as well.
A bigger concern to Ferrari is how to shift the less expensive (!) cars. As far as I know they still have a lot of unused production capacity they were expecting to be devoted to the Cali.
I'd agree with Napolis on the overall marketing prospective. VW Group is imho playing its cards right and has certain inspired folk around to help the vision along. Never a fan of Lamborghini and their jokes about whether their side of Modena has better eateries, I feel that Crewe is the place which will be the one to watch in future.
A lot of people didnt get the Enzo or the F50 before it..Did it really hurt Ferrari - ie : Did Ferrari lose a lot of vip customers?? I dont think so.
Neither. I expect within this decade a virtual drive on any new model. I also expect a holographic presentation and invitation. I expect to "drive" the car from my desktop computer with a driver or passengers POV. I expect to "view" the car without flat-screen limitations. Mike
Remember that "sold out" doesn't have to mean sold to retail customers. The dealer is the manufacturer's true customer. Many cars are "sold out" when they are introduced because all of the wholesale volume is sold to dealers, but that doesn't mean that there are customer names on all of them. GT-Rs were sold out, but could be found in dealer showrooms. In the case of these 80 cars, there are probably specific names on them, but this is not always the case. The should have made 500 or less, but 80 is just stupid. These cars will never be driven.
An excellent question. Because Ferrari is not in the mass-production business they can always claim what they wish about production and sales goals. In fact, they claim to always "Build one car less than demand." What a convenient masquerade: "This is Ferrari speaking about our production numbers. However many we sold of Model X this year, that was one less than we meant to build. Capiche? Carry on." A more accurate indicator than what Ferrari claims about the higher-volume model's production is as VIZLA cited: Ferrari has underutilized production capacity. While they can claim California sales--- or any other model, are selling as planned--- underutilized production capacity would say otherwise. Is it the poor economy today? Partially. Is it an underwhelming product? Partially. Is it also an erosion of their customer base? Partially. But the economy will get better because it always does, so buyers in numbers will again have disposable income. And Ferrari offers a great product line, so buyers will be attracted to consider their cars. However . . . . If your marketing alienates your current and future customer base, your sales will take a hit. No matter that Ferrari can always conveniently claim to "build one less than demand", the truth is they drove away some of that future demand. Mike
The economic times and its customer base has changed rather significantly since the crash of 08. There was a time when all ferraris new or used maintained their value for significantly longer periods than today. The price of a new ferrari was also much less and financing was not a problem. Buying most ferraris today is a cash business and huge leaps in new model tech. is hitting the sales floor at a rate never seen before. A lot of older customers have been priced out of todays market. Gettting less for their trade in and paying much more for its replacement. Prices for 360's have finally tumbled and 430's are taking a huge hit. Anyone buying a new 458 has to know that the factory is going to make 20/30K of them and there won't be any two year grace period before its pricing begins to fall. The only place left to hide is vintage, race cars, or very limited editions. The Enzo replacement will sell probably for 1.1M or more. A much higher pricetag than paid for an F40/50 or Enzo. Nobody wants to lose money on a cash payout of 1M+. I think a lot of VIP customers are looking at the Enzo replacement as a ferrari that will keep its long term value. Hopefully apreciate over time and cover some of the losses on previous toys. Like the 500K some spent on a 07 599 GTB that now sells for 200K or the 08 430 Scud that retailed for 310K and just sold for 220K. Yes, I think this time many loyal customers may leave for good if they are not allowed to participate in buying Enzo 2. Losing money on every car you buy overtime will leave a bad taste in anyones mouth.
In spite of bad customer relationship from the factory, and so many painful dealer acts, Ferrari won't loose neither vip customers nor basic customers......as long as they do the best sports cars and supercars and as long as the "ferrari thing" will keep on draging so much fantasies... I usually say about dealers and factory: "happily enough they sell Ferraris....."
I know you guys think I'm going to defend them, but I'm not. I think it's in bad taste to introduce a new model and then tell everyone you're not priviledged enough to get one because we have better customers than you. It's bad form to a lot of loyal customers. But, for them to sell 80 of these to their best customers 2 minutes after it's realised to the public is not unreasonable either. Second, I believe "sold out" is as meaningful as "the California is already sold out for 2 years" or McLaren's "We already have verbal orders for the first 16 months of Mp4-12 production" is. Third, 80 means 160 in Ferrari-speak. LASTLY: I find it ironic that so many posts are "Ferrari makes too many cars! The value drops like a boat anchor!". Then, when a new model comes out, we complain we can't get one or the waiting list is too long. You can't have it both ways.
I bet a more than a few dealers called more than a few people to lock down a firm yes for this car and would also guess that some dealers are still looking for their customer. Like bdelp said, if you really want one - as they say, everything is impossible with Ferrari until it isn't.
They didn't announce how many they were going to make until after they showed it to "the VIPs". Maybe the demand wasn't as much as they expected. I'm sure every dealer would have taken 1 or 2 or even 3 but Ferrari never wants cars to be sitting in the showroom so they don't send cars to the dealer unless the dealer says it is sold. Maybe Ferrari is smarter than we think. An old college professor used to tell me "If you see something you don't understand you probably don't know the whole story." That could apply here.
Pagani - niche player with a borrowed lump. Basically a kit car with expensive c/f trim. Around Zondas 130 made so far, not street legal in the US. No one will really notice. Koenigsegg - Similar to Pagani, but builds their own engine. Niche market, limited appeal. Trophy purchase, needs to do more than set one off records. Maserati - Redheaded step child of Maranello. Fiat ownership will not let it get too close to Ferrari in performance; will be the upper middle class car in a sea of elites. Something for BMW and Mercedes fans to aspire to when they want a bit more passion in their choice of cars, but knowing that it will always be "limited" in what it can do.
