Ferrari just announced it's capping production this year. The stated reason: status protection.
"The decision we have made to sell fewer cars this year despite stronger sales is due to protect brand's exclusivity," Ferrari chairman Luca Cordero Montezemolo told reporters.
Ferrari will make only 7,000 cars this year, compared to 7,318 last year, he said.
Capping production will no doubt ease the fears of many Ferrari afficianados and owners who have worried that the company's ever-rising sales numbers may dilute the brand. In 1993, Montezemelo vowed that "Ferrari will never, never build more than 3,500 cars a year." It went on to make more than twice that amount and a new factory expansion allows them to build even more.
But is status the only reason?