Ferrari Intentionally Makes Buyers Wait

It’s really no surprise to anyone familiar with Ferrari, but we have confirmation that the company makes fewer cars than it feels it can reasonably sell. Call it good business sense, call it being a tease, call it snobby – nobody within the company is going to care.

Ferrari Chief Marketing and Commercial Officer Enrico Galliera recently confirmed to The Drive the automaker’s strategy. To maintain an air of exclusivity, people must wait to get a car. That means making fewer than people want, all with the aim of building desire further.

Sure, this strategy doesn’t work on everyone. Some are into instant gratification. Others don’t care about exclusivity. But most who are interested in Ferrari have dreamed of owning one for a long time. They’re more than willing to get on a list and wait to be told what Ferrari they can have the privilege of buying. It’s kind of like going to that exclusive restaurant with the ridiculous wait, then savoring even the smallest morsel of food. After all that anticipation, things just seem better.

So there you have it. If you ever hit the big time and finally strut into a Ferrari dealership to snag your dream car, don’t expect to leave with anything other than your name on a list. That’s the way the automaker rolls and if you don’t like it, there’s always Lamborghini, McLaren, and others.