Ferrari had been consistently breaking its global sales record, putting it in position to soon top 15,000 supercars a year. The model driving Ferrari toward that target is its first SUV, the Purosangue, which has far exceeded sales expectation since deliveries started last year. The man spearheading Ferrari's growth is Chief Marketing and Commercial Officer Enrico Galliera, who came to the automaker in 2010 after a decade at the Italian pasta giant Barilla. With sales on the rise, Galliera's focus is making sure Ferrari maintains its exclusivity. He is also determined to keep coupes and roadsters at the heart of the company's success. That is why Purosangue sales have been capped at no more than 20 percent of Ferrari's total volume, ensuring that the automaker doesn't become overdependent on the SUV. To further help exclusivity, Galliera has created road and track events where Ferrari owners can experience the performance of their cars while connecting with a community of fellow owners. The events provide Ferrari an opportunity to build interest and presales in future models. Galliera discusses these topics and more with Automotive News Europe Associate Publisher and Editor Luca Ciferri at Ferrari headquarters in Maranello, Italy, last month.
Ferrari has sold out the first two years of Purosangue production. Do the people buying the car match the customer profile you created for the Purosangue and how do they differ from people who buy your sports cars?
The answer is that we made life difficult for ourselves because we made a car so successful that it went far beyond our expectations. When we developed the Purosangue, we thought it would open up a new segment, as we did recently with the California, Portofino and Roma. These models attracted a significant percentage of customers who had never thought of buying a Ferrari. We thought the same would happen with the Purosangue.