Ferrari brand to stay exclusive

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Ferrari will never build cars outside of its core sports car and GT market, chairman Luca di Montezemolo has declared.

Speculation has linked Ferrari to future projects building an SUV, a four-door car or a smaller, cheaper car, but di Montezemolo said none of these would fit the brand.

“Our emphasis is on our heritage and expertise,” said Montezemolo. “We will manufacturer new models in the future, but the market position of them will always begin with where we stand with relation to our history.”

Montezemolo highlighted that sister brand Maserati was moving into the four-door market with the Ghibli and would launch an SUV in the near future.

“People ask me if my insistence on selling no more than 7000 Ferraris will harm our brand, but I don’t believe so,” said Montezemolo. “They also ask me about a four-door car or SUV, and I point them in the direction of Maserati.”

Asked if he feared the widespread success of Porsche in the sports car market and its move back to the hypercar market with this year’s 918 Spyder, Montezemolo added, “Everyone respects Porsche – it is the most important brand in sports cars after Ferrari. But over the past 20 years, when anyone has tried to penetrate our segment, I have welcomed it.”

Montezemolo also reiterated that Ferrari would never build a pure electric car while he is at the helm of the company.

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