Despite the change driven by the Internet in buying and selling cars, one particular manufacturer holds fast to a formula that is successful and unique to them. This manufacturer is Ferrari, known for its unique commercial policy. The company, listed on the Italian Stock Exchange under the symbol RACE, has established strict rules for the sale of its valuable products.
Unlike the rest of the auto industry, Ferrari does not allow its employees to buy their own cars and does not offer discounts to its workers. In fact, one of its absolute measures is that the workers do not have any privileges to buy a car, which is very different from the usual practice of other companies, where employees often receive large discounts .
What is the reason?
The reason behind this controversial policy is that Ferrari gives absolute priority to its foreign customers. The demand for Ferrari cars is so high that the delivery process can be delayed for months. From the perspective of the brand, it is unacceptable to delay delivery due to orders placed by its own employees.
However, there is an exception to this rule: the drivers of the Ferrari Formula 1 team are allowed to buy models from the brand, as long as they pay the full price of the car.
Ferrari has developed an exclusive status over time. As his successes in the racing world consolidated, his customer base grew. At some point, the company decided to offer more exclusive cars. The time came when the company chose to take its approach a step further, creating more exclusive sports cars. So he began to reward loyalty.
To purchase some of Ferrari’s most exclusive models, customers must have previously purchased a series of cars from the brand. This happened, for example, with the Ferrari LaFerrari Aperta, the convertible version, where the brand opted for a novel and completely exclusive sales strategy.
In an interview with Enrico Galliera, the Commercial and Marketing Director of Ferrari, he recounted how sales of the first 200 units produced developed. Galliera indicated that the company is talking to a group of customers who are very loyal to the brand. He sent them a box with a set of keys and asked them directly if they wanted to buy a unit without showing the final product. Surprisingly, each and every customer accepted the offer and placed their order.
In short, owning a Ferrari is more than having the necessary money: in many cases, it means being a loyal customer of the brand and owning some of its most sought-after models.