Dubai If Ferrari was the only touchstone for Italy's economy, then none of the buffeting it has had to go through in the last few days would have come to pass.
Clearly, there is a case to be made for wishful thinking as the economy lurches from one crisis to another as each day passes.
Just look at Ferrari's performance in the last two years if any confirmation was needed that it's thriving.
Top-line numbers of €1.91 billion (Dh9.6 billion) and €1.77 billion on units delivered totalling 6,573 and 6,193 in 2010 and 2009 respectively. The numbers for 2011 are reckoned to be just as fine-tuned as the engine under a Ferrari hood.
As its enters the home stretch on another successful year, Enrico Galliera, senior vice-president for commercial and marketing, offers his thoughts on the reasons for the success.
GULF NEWS: There's a sentiment that Ferrari hasn't got enough production capacity diverted to meet demand in the Middle East. Is that something you will be changing in the near term?
ENRICO GALLIERA: It is not a question of production capacity but strategy; we do not want to increase the production. Since the beginning of its history Ferrari has produced a very limited number of cars per year.
This is because we have always given priority to the quality of our products and we have also chosen to protect the exclusivity of the brand, preserving the value of customers' cars as well.
As our president Luca di Montezemolo always says: "Ferraris are dreams, not simply means of transportation, and they have to be desired."
Today we believe that a balanced waiting list must be around 12 months — but always keeping in mind that we want to produce fewer cars than the market demands.
Apparently, the lead-time between a confirmed order to delivery is quite a significant one. Do you think this can be improved upon?
Our waiting list time is an average of 12 months, and then it can vary depending on models and markets. We keep monitoring the requests and we try to react fast in order not to lose opportunities. But if you decide to buy a Ferrari you must be ready to wait.
Within your global operations, how have the Middle East markets fared during 2011? Are you looking towards a strong fourth quarter run?
The Middle East, a key market for our commercial strategy, is growing consistently with sales up 23 per cent compared to the same period of 2010 in the third quarter. With the launch of the FF in the region we expect a very good last part of the year.
There have been reports that Ferrari has had a good showing in the US so far this year. How would you assess the performance?
The US is historically our biggest market and it is currently performing very well. In the third quarter of 2011, growth in the US, including Canada and central South America, continues with a 14.5 per cent increase and 1,436 cars delivered.
Italy's economy has been going through a particularly tortuous time lately. So has the euro. Have these developments in any way impacted on your production capabilities and that of your suppliers?
All economic indicators underline the positive trend of the early months of 2011, indicating that this will be a truly extraordinary year in Ferrari history despite the uncertainty of the world economy.
The situation of the euro does not impact on that.
Could this mean that the brand might somehow need to look at creating new production capacities elsewhere? Or is that unthinkable?
Ferrari cars are Ferrari because for more than 60 years they have been designed, developed and built in Maranello, a place in which you can literally breathe automotive passion and culture: a mix of know-how that creates the best sports cars in the world.
The results couldn't have possibly been the same if our cars were produced elsewhere.
Are there any model launches has Ferrari planned for 2012 which you can tell us about?
We keep working to build even more performing, innovative and exciting cars with — at all times the Ferrari DNA that gives our customers the great emotion of driving.
Tailor-made car
Al Tayer Motors will have a dedicated area during the Dubai International Motor Show for the Ferrari Tailor-Made Programme, which enables owners to go for an even more personalised distinctiveness on specifications. These could extend to the exclusive cloth trim, colours, finishes and technical materials for a final specification. The selection is available under three collections — Classica, Scuderia and Inedita — conceived by Ferrari's styling centre.
As for the models themselves, Al Tayer Motors will showcase the Ferrari 458 Spider, the new 8-cylinder convertible, along with the Ferrari FF and a customised Ferrari California that reflects the Tailor-Made Programme. Meanwhile, the other Italian sports marque Maserati will have its version of a SUV — the Kubang — in high-profile at the event. Just two months after its first airing at the Frankfurt Motor Show, it represents a collaborative effort with the Italian fashion house GranCabrio Fendi.
