Ferrari responds to driver demand with luxury leather jackets
13/06/2013
Following record profits of EUR 350 million in 2012, Ferrari has announced that it will make fewer rather than more cars this year. Chairman of the brand, Luca di Montezemolo, recently told the Financial Times that he expected to reduce production to 6,900 Ferrari vehicles this year, about 400 less than last year.
However, Mr di Montezemolo pointed out that Ferrari is creating 250 new jobs in 2013, with 200 of them devoted to making Ferrari engines to go into a new Maserati car. Both brands are owned by the Fiat group.
Under the Ferrari name, expansion in 2013 will focus on the brand’s chain of 50 retail stores, which former Brioni chief executive, Andrea Perrone, has run since last year. The leather jackets are part of a high-end apparel line, Pr1ma, that Mr Perrone has created for Ferrari. “We kept being asked by Ferrari owners if we could provide clothes to wear in the car,” he told the Financial Times. This is for them.”
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