During 2013, Ferrari maintained production below the prior year’s level in line with the strategy announced in May 2013 aimed at preserving the brand’s exclusivity.
A consistently high level of investment in product development has enabled Ferrari to achieve the most innovative and comprehensive product offering in its history. New model releases during 2013 included the limited edition LaFerrari, which attracted orders for more than double the 499 unit production run even before its official debut at the Geneva Motor Show, as well as the 458 Speciale, which sports a myriad of world-class technological innovations.
Product mix was improved, with 12-cylinder models accounting for 25% of total sales as the F12 Berlinetta reached full production and demand for the FF remained strong. The 8-cylinder models, the 458 (coupé and spider versions) and California30, both continued to experience solid demand.
The U.S. remained the number one market and Ferrari increased shipment levels moderately to avoid customers experiencing excessive waiting times. In Europe, shipments in the U.K. were higher following the introduction of the right-hand drive F12 Berlinetta, but down in Germany reflecting planned reductions. In Italy, government austerity measures continued to penalize demand with sales in 2013 accounting for less than 3% of the global total.
Performance was very positive in the Middle East and Japan, while shipments in Greater China were reduced as part of Ferrari’s strategy to preserve brand exclusivity in one of its traditional key markets, particularly in Hong Kong (where Ferrari celebrated its 30th anniversary in October), while in the People’s Republic of China, where the brand reduced shipments consistent with the decision to maintain lower stock levels, sales to end customers were substantially comparable with the prior year.
In Formula One, Team Ferrari had a promising start to the season before encountering development issues that affected competitiveness in the latter part of the year. Despite the setback, Fernando Alonso placed second in the Drivers’ Championship and the team was third overall in the Constructors’ Championship.
The 458 GT had a rewarding season, racking up victories on three continents, including a hat trick in the GTE Pro class of the FIA World Endurance Championship and victory in the GTE Am category.
From the Grand Am to the European and Asian Le Mans Series, the Blancpain Series and the International GT Open, the 458 enjoyed a string of successes once again this season at both the competitive and commercial level. Now in its third season, the mono-brand 458 Challenge series also remained an extremely popular event with Ferrari owners.
In November, it was announced that all brand-related activities (licensing, retail, franchising and e-commerce) would be transferred to a wholly-owned subsidiary of Ferrari effective 1 January 2014, enabling an increased and more direct management focus.
Retail volumes continued to grow through the more than 50 Ferrari Stores worldwide and the e-commerce channel. In the licensing area, the number of agreements was reduced, while profitability was increased. Major licensing arrangements include partnerships with Electronic Arts and Codemasters.
On the sponsorship front, in 2013 Weichai Power, a leader in the automotive and components sector, and UPS, the major U.S.-based logistics supplier, both linked their names with Team Ferrari. The Oakley brand will also appear on the drivers’ helmets for the 2014 F1 season.
The brand also continued to strengthen its presence on social networks, with the official Facebook page now counting more than 13 million fans.
A total of 7,124 street cars were sold to end customers during the year. Solid growth in North America and the Middle East compensated for the effect of challenging economic conditions in Europe, particularly in the eurozone.
For 12-cylinders models, sales were up 29% for the year to 1,931 vehicles, representing 27% of total sales. The increase was driven by the F12 Berlinetta, which completed its first full year in production, and the continued success of the FF.
The brand also began shipping the new super car, the limited edition LaFerrari, which was premiered at the Geneva Motor Show in March.
North America (U.S. and Canada) posted another record year, with sales up 9% over the prior year to 2,230 vehicles. The region remained Ferrari’s largest market, accounting for 31% of worldwide sales.
In Europe, sales to end customers were down 13% to a total of 2,722 vehicles. In southern and western Europe (Italy, France, the Iberian Peninsula and Benelux), where economic conditions remained challenging, sales were down 23% from the 2012 level to 670 vehicles. For Central Europe, sales were down 11% in both Germany (672 vehicles) and Switzerland (329) as a result of the brand’s strategic decision. In the U.K., sales were up 1% over the prior year to 673 vehicles placing it ahead of Germany as the brand’s number one European market for the year.
The Middle East and Africa continued to be among the strongest performers, with combined sales up 12% over the prior year to a record 605 vehicles.
In the Asia-Pacific region, sales contracted 3% overall to 1,437 units. Greater China remained the second largest market globally, with sales in China stable at 458 vehicles (454 for 2012), but Hong Kong and Taiwan decreasing by 9% to 687 vehicles sold. The recovery continued in Japan, where sales were up 3% for the year to 351 units. For the remainder of Asia (South Korea and South East Asia), sales increased 6% to 289 vehicles.
In Australasia, 110 vehicles were sold (109 in 2012).
In 2013, Ferrari shipped 6,922 street cars (-5% year-over-year), including the first 20 units of the special edition LaFerrari. Shipments of 8-cylinder models were down 12% over the prior year, but there was a 19% increase for 12‑cylinder models driven primarily by the F12 Berlinetta, which was released just a year ago.
Products and Awards
The new product releases during the year demonstrated Ferrari’s continued technological leadership.
At the Geneva Motor Show, the press and public were given a first look at the limited series LaFerrari: the maximum expression of the brand’s excellence in technological innovation, performance, styling and driving emotion. Setting a new benchmark for the sector, LaFerrari incorporates the latest technological innovations that Ferrari will apply to future models.
The Frankfurt Motor Show was the venue for the debut of the limited edition 458 Speciale, which is equipped with a series of unique technological innovations and design features characteristic of the brand, ranging from engine and drivetrain to the vehicle’s active aerodynamics and electronic control systems.
Awards and recognitions received during the year included: “Best Performance Engine of the Year”, for the third consecutive year, for the 12-cylinder engine on the F12 Berlinetta and “Supercar of the Year” from Top Gear for the 458 Speciale.
For Maserati, 2013 was a very significant year in terms of both new products and strategic developments.
In January, Maserati gave its world premiere presentation of the new flagship Quattroporte at the North American International Auto Show in Detroit. The Shanghai Motor Show in April was the venue for the world premiere presentation of the new Ghibli and heralded the brand’s entry in the E segment, which accounts for more than 30% of the luxury car market worldwide. Both vehicles are offered with diesel and all-wheel-drive options, representing firsts for Maserati. With the introduction of these two new models and continued contribution of the existing Sport models, Maserati posted its best ever annual performance with a total of 15,400 vehicles shipped and combined order intake for the two new models of 26,000 units.
Major events during the year included: the opening of a new, state-of-the-art production facility for the Quattroporte and Ghibli, presentation of a new brand image and communications strategy to support the new strategic objectives and, in December, the official launch of Maserati’s 100th anniversary celebrations. The occasion was marked with the release of the official commemorative book entitled “Maserati – A Century of History”, the centenary logo and a program of events for 2014.
In motor sport, the fourth season of the mono-brand MC Trofeo championship kicked off at the end of April at the Paul Ricard circuit in France. The 2013 race calendar consisted of three fixtures in Europe (France, U.K. and Germany) and three outside Europe, including the U.S. and China, with the final race held in Abu Dhabi in mid-December.
Worldwide shipments were up 148% for the year, with 15,400 vehicles delivered to the network. For the Quattroporte, which was released in March, shipments totaled 7,800 units. For the Ghibli, a total of 2,900 units were shipped between launch in October and year end. Combined shipments for the GranTurismo and GranCabrio were in line with 2012 at 4,700 units for the year.
All markets contributed positively to the significant year-over-year increase. The U.S. remained the brand’s number one market, with shipments up 138% over the prior year to 6,900 units. Maserati’s second largest market, China, recorded the highest percentage increase with shipments up 334% to 3,800 units. Even in Europe, where economic conditions remained difficult, shipments were up 133% to 2,500 units driven by demand for the new models. Results were also strong for the Asia-Pacific region (excluding China) and the Middle East, which registered increases of 52% (to 1,300 vehicles) and 81% (to 750 vehicles), respectively.
Products and Awards
In January 2013, Maserati gave its world premiere presentation of both the V8 (530 hp) and V6 (410 hp) versions of the new Quattroporte at the North American International Auto Show in Detroit.
At the Geneva Motor Show in early March, Maserati presented the 4-seat GranTurismo MC Stradale and, for the first time in Europe, the new Quattroporte.
The Shanghai Motor Show in April was the chosen venue for the world premiere presentation of the new Maserati Ghibli.
At the Frankfurt Motor Show in September, Maserati presented the diesel version of the Quattroporte along with the Ermenegildo Zegna Limited Edition concept version, the first project in partnership with the premiere Italian fashion house.
Mid-November saw the North American debut of the Ghibli at the Los Angeles Auto Show.