Ferrari, the “golden” car due to customization program image

Last month, Ferrari SpA started to offer new ways of personalizing its luxurious cars, such as cashmere-covered seats and gold-colored exteriors. It must be obvious that Ferrari’s usual characteristics $410,000, 620-horsepower, 599 GTB are not enough anymore for the sophisticated users.

Ferrari is looking to increase its marginal profit by adding a supplementary value through this unique service, equal with 20 to 60 percent of the base price.

“The exclusivity of the materials and the service level we provide call for a different price,” Nicola Boari, Ferrari’s head of product marketing, said in an interview last month. “The customer has a car that is 100 percent unique because it reflects his choices.”

Fiat considers Ferrari a source of cash that will balance the diminishing incomes in mass-market cars. According to the forecasts, the supercar unit may record an operating profit equivalent to16.6 percent of sales in the third quarter, compared with a 1.3 percent margin at Fiat Auto. Ferrari’s operating profit rose 23 percent to 302 million euros last year.

Most of high-end carmakers developed programs that allow cars customization, as the target-clients requests are more and more glamour demanding even if the global economy slows. Thus, Daimler AG (DAI)’s Maybach, starting $372,500, offers more than 2 million combinations of color, leather and accessories, such as an interior perfume atomizer and hand-braided seat piping. Bayerische Motoren Werke AG (BMW)’s Rolls-Royce customizes about 90 percent of the orders for the $380,000 Phantom.