After 20 years at the helm of the world’s best-known sportscar maker, Luca Cordero di Montezemolo has clear targets for the future.
The executive wants a better geographical distribution of sales, a third each in Europe, North America and the rest of the world. This year, Europe will account for 45 percent of the expected 7,000 sales, with North America at 27 percent and the rest of the world at 28 percent. 2011 is expected to be Ferrari’s best year ever in terms of sales. When Montezemolo was appointed Ferrari CEO on November 15 1991 one of his first decisions was to make the brand more international.
“At that time, the U.S., Germany and Italy combined for 90 percent of Ferrari sales, making the company too vulnerable if any of these three markets would have slumped,” di Montezemolo was quoted as saying by Auto News. Today, Ferrari sells its cars in 58 countries, twice as many as it did 20 years ago.
During Montezemolo’s mandate, Ferrari more than doubled global sales from 3,377 units in 1992, but he says he never diluted the brand’s legendary exclusivity. “We doubled our global sales because we doubled the market we play into, not inflating sale volumes in areas where we were already a significant presence,” he said. Montezemolo added Ferrari’s limit is 10,000 units a year.