The Italian sports car manufacturer, Ferrari SPA has started with an offer wherein personal additions can be made to cars as per the customer's choice. These custom made additions to cars can include improvisations like cashmere-covered seats and gold-coloured exterior. Rebecca Lindland, an IHS Analyst in Norwalk, Connecticut said, “Being different is important for Ferrari buyers as these cars are all about status. It’s like showing up to a gala in the same dress -- funny at first, annoying if it keeps happening.”
Ferrari is planning to increase its profit by shooting up the vehicle sale to 7,000 per year and maintaining its elite market standing. In 2011, the Maranello-based sports car maker sold around 6,500 vehicles and by introducing the customisation programme the company expects to cross the target of 7,000 vehicles set for this year. The personalization programme started by the company last month is aimed at increasing the price of a car by 20% to 60%.
The Head of Product Marketing at Ferrari, Nicola Boari said, “The exclusivity of the materials and the service level we provide call for a different price. The customer has a car that is 100 percent unique because it reflects his choices.” Ferrari is the most beneficial division of the parent company Fiat SPA. The company is relying on the personalization programme to level their sales figures.
Major high-end luxury automotive companies have indulged in customization programmes, a trend that has gained popularity among the elite groups in the economy. Maybach, a division of Daimler AG offers custom made products which include more than 2 million combinations of colours, leather and accessories.
Moreover, Rolls-Royce Motors, a division of BMW, is widely known for its bespoke programme offered in the Rolls-Royce's Ghost model. The company also customises around 90% of its orders for Rolls-Royce Phantom. Industry experts say that such programmes were expected to become a hot topic of the industry as various luxury automobile companies have made sure to stay afloat even amid the crippling economy.
