100% of new Ferraris are personalized

Wednesday, February 19th, 2014. Filed under: Destinations Home & Garden Motoring
Ferrari F12 Berlinetta Every new Ferrari sold in 2013 featured some form of client-specified customization. ©Ferrari

Ferrari F12 Berlinetta
Every new Ferrari sold in 2013 featured some form of client-specified customization.

(Relaxnews) – The supercar maker has revealed that for the first time in its history, every car that rolled off its Maranello production line over the course of 2013 did so with a bespoke feature.

That’s a remarkable statistic, considering that when fellow exclusive car maker Rolls Royce published its own yearly sales figures in January, it showed that although bespoke personalization was growing in popularity every year, it was nowhere near at Ferrari’s levels. “Nearly every Phantom family model, and three out of every four Ghosts, left the Home of Rolls-Royce with bespoke personalization,” is all that the company would divulge.

However, with sales of 6,922 cars in 2013, Ferrari is currently twice as popular as Rolls-Royce (3,630 cars sold globally in 2013) and therefore, maybe clients feel twice as much need to make their cars more exclusive.

As well as sales figures, turnover profits and a growing appetite for bespoke features, Ferrari’s official figures, published Tuesday show that the US is the company’s biggest fan.

American clients have snapped up 2,035 cars over the past 12 months, but more surprising is that British consumers buy almost as many Ferraris as Greater China.

The South East Asian region, which includes the People’s Republic of China, Hong Kong and Taiwan, snapped up 700 Ferraris over the course of 2013 — that’s only 23 more than were sold in the UK.

But then again, thanks to the influence of such style luminaries as David Beckham, the Ferrari has become the mode of transport of choice for the modern professional footballer plying their trade in Britain.

Luxury and supercar customization is expected to be one of the hot automotive trends of 2014. All of the world’s leading premium car makers offer such services but until recently, many of them, such as BMW, never felt the need to mention that they did.

However, just like the cars themselves, manufacturers are starting to promote their personalization services too.


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