Ferrari is unveiling the speediest production car in its history, even as the Italian manufacturer pushes the limit of how many cars it can sell without losing its allure.
The 812 Superfast debuts at the Geneva International Motor Show this week with a 12-cylinder, 800-horsepower engine that accelerates to 100kph in as little as 2.9 seconds, making it Ferrari’s most powerful road-going production model ever.
In an effort to reach a wider audience, Ferrari unveiled a four-seater GTC4Lusso “family car” in Geneva last year and may consider a five-door version to draw buyers seeking more practicality and comfort, said Ian Fletcher, an analyst at IHS Automotive in London.
“There is for sure demand for that kind of hatchback which could generate high margins using an existing platform,” Mr Fletcher said.
Still, Ferrari’s bread-and-butter models are its high-powered, hand-crafted supercars and special editions – which these days are appearing with increasing frequency. The manufacturer sold out its US$2.1 million special-edition LaFerrari Aperta last year even before its debut.
In 2015, Ferrari also unveiled the third car in its FXX programme’s 10-year history, the track-only limited edition LaFerrari-based FXX K, which has been seen being put through its paces at Abu Dhabi’s Yas Marina circuit.
A price tage of €2.5 million (Dh9.7m) buys you (if Ferrari decides to sell one to you) the car and two years of Ferrari’s stewardship – a personal pit crew, if you will. After two years the firm says it will extend the service for a fee. The car’s V-12 engine produces around 850 horsepower, while about 200 extra hp arrive courtesy of Ferrari’s HY-KERS kinetic-energy recovery system. Total system output is 1050 hp.
Ferarri is also rolling out 350 limited-run models of its five main lines to celebrate its 70th anniversary this year.
With a price tag expected around $300,000, the 812 Superfast, which replaces the F12 Berlinetta, can exceed 340kph.
Having promised its shareholders a boost in sales and profit following its 2015 initial public offering, Ferrari faces the challenge of selling more cars without diluting its allure of exclusivity. The chief executive Sergio Marchionne, likely to reach his target of selling 9,000 cars annually by 2019, is pushing hypercars such as the 812 Superfast to maintain earnings momentum, even as he widens the line-up.
Mr Marchionne has said there’s still a “phenomenal amount of space” to expand Ferrari’s range without huge investment in new technology and platforms. Such low-risk expansion is critical for the boutique manufacturer as it seeks to compete without the backing of a bigger industry player.
Ferrari, which was spun off from the Italian-US car maker Fiat Chrysler Automobiles in 2015, posted record profit last year and plans to increase earnings by at least 8 per cent this year. The company, which previously limited production to 7,000 annually to protect its exotic allure, expects to sell about 8,400 vehicles this year after 8,014 in 2016.
* Reuters
with The National staff
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