Most car companies want to sell more cars. Ferrari wants to sell less. And so far, its strategy has been highly profitable.
Ferrari last year decided to reduce its production to below 7,000 cars, compared with the 7,300 it produced in 2012. The aim, the company said, was to maintain the brand's exclusivity and sell a more expensive mix of cars.
So far, the less-is-more strategy is working. Ferrari said last year's revenue rose 5 percent to $2.335 billion, with profit increasing to $364 million from $335 million in 2012. North America remained the company's largest market, with 2,242 cars shipped.
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The question, however, was whether Ferrari planned to keep its production cap this year or even next.