Just how would you like your Ferrari? Regular rosso paintwork or showing off the carbon composites? Standard rims or 20in forged matt racing wheels? Titanium exhaust pipes? Daytona racing seats? Rev counter in aluminium, white, yellow or red? The name of your model embroidered into the carpet?
They may only be the little things in life but such personalisations are driving the Italian supercar maker to record profits. Ferrari delivered 29 per cent more cars in the last trading quarter, its 3,455 sales bringing in revenues 25 per cent better at €1.3 billion and net profits up 22 per cent at €251 million. Forecasts for the year are now for higher profits of €1.165 billion on revenues of €4.9 billion. Analysts expect production to exceed 13,000 vehicles this year.
The company credited the improved performance on a “stronger contribution from personalisations.”
Ferrari’s performance would have been watched closely by Aston Martin because it is the brand the British manufacturer aspires to compete with. Aston employs 3,000 people, mostly in Warwickshire and south Wales. In the first half of the year, its volumes fell 8 per cent to 2,676 — despite full-year targets of 6,600 — for revenues of £541 million and a loss of £285 million.
Coming down the track for Ferrari is the Purosangue, a €300,000 plug-in hybrid 4x4 due later this year, and a new €2 million Daytona, which will have the most powerful engine Maranello has ever put on a public highway.