Ferrari VIP Owners Club - for cars like the SA Aperta
When Ferrari has a special car – like an Enzo or the new Aperta – there are never going to be enough cars to satisfy the list of potential customers. Which is the point.
By making fewer cars than the market can take, Ferrari ensure its special cars come out of the gate with an edge, and let the market do what it does when supply exceeds demand; it inflates prices and ensures they stay high.
The latest limited edition Ferrari offering was the Ferrari SA APERTA – a roofless 599 – which Ferrari revealed officially just over a year ago with a production run of just 80 cars. And guess what? They were all sold before the announcement, and if you wanted one on the after market you could expect a £50k premium.
The next limited edition Ferrari will probably be the new Enzo – Ferrari F70 – which should make an appearance in 2012. We can reasonably expect the new F70 to come in limited numbers (there were just 400 Enzos made) and it’s likely to cost not far short of £1 million. But they too will probably all be sold before the official announcement too.
And that happens because Ferrari already offers new special cars on the quiet to Ferrari owners who are know to Maranello, appreciate the marque and are likely to not just buy a limited edition Ferrari, but keep it too.
So why would Ferrari risk the ire of other customers by making this policy ‘official’. As things stand, they can give a Latin shrug of the shoulders when asked how the special Ferraris have all been sold, but if they make the policy official all they are going to do is anger those Ferrari owners who don’t cut the mustard in Maranello’s eyes – ‘Sorry, sir, you’re just not important enough’.
The Ferrari VIP Owners Club – a PR disaster.
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