Ferrari plans to boost production to keep up with the Super Rich

Milan

FERRARI will churn out more cars than previously planned after Sergio Marchionne, chief executive officer of parent Fiat SpA, takes the top job at the supercar maker next month.

Mr Marchionne, who will become Ferrari chairman on Oct 13, said he plans to gradually increase production of vehicles like the US$1.3 million LaFerrari to keep pace with growing numbers of ultra-wealthy consumers.

"If that class increases, we should be able to follow them," Mr Marchionne said on Thursday at an event in Balocco, Italy. Otherwise, "the waiting list will become too long, and people get tired". The plan contrasts with the strategy by Luca Cordero di Montezemolo, who resigned as Ferrari chairman on Wednesday after 23 years, following a clash with Mr Marchionne. He wanted to limit the supercar maker's volumes to 7,000 cars a year to safeguard its exclusivity. Mr Marchionne indicated in May that the brand had potential to sell about 10,000 vehicles annually.

Ferrari, based in Maranello, Italy, is 90 per cent owned by Fiat and a key component of Mr Marchionne's plans to expand in luxury cars following the merger to create Fiat Chrysler Automobiles (FCA). Mr Montezemolo, who took charge of the unit in 1991, wanted to maintain Ferrari's autonomous status and not become a subsidiary like Volkswagen AG's Lamborghini.

"People should not underestimate the importance of Ferrari for the group," said Mr Marchionne. "Structurally, in terms who we are as carmaker, they have (defined) and will continue to define us."

Mr Marchionne will take the top job at the unit the same day that shares of the merged entity FCA are set to start trading in New York. He said on Thursday that while the group doesn't "technically" need to raise money to finance his 55 billion-euro (S$90 billion)expansion plan, FCA's new board will review options in late October.

The CEO said that Fiat is on track to achieve its 2014 earnings goals, helped by the sales of Chrysler in North America. The Italian manufacturer is seeking to increase profit by as much as 18 per cent this year.

To keep boosting earnings in the coming years, Fiat Chrysler plans to roll out more upscale models like the Maserati Ghibli sedan, which uses engines developed and built by Ferrari. While Mr Marchionne says there are no plans to sell shares in the supercar unit, it isn't critical to the group over the long term.

"Do I think they are essential to the configuration of FCA forever? The answer is no," Mr Marchionne said. "But they represent the best of what a carmaker can be." Bloomberg