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Ferrari re-thinks 9,000 unit sales cap

by Drew Johnson

Ferrari could grow its sales to 10,000 units and beyond.

Ferrari could speed past its self-imposed 9,000 unit annual sales cap as the company finds its way as a newly independent automaker.

In an effort to maintain the brand's exclusivity, Ferrari said late last year that it would limit total sales to 9,000 units. But now that Ferrari has been spun off from Fiat Chrysler Automobiles, Ferrari could nudge up its global sales cap to around 10,000 vehicles.

"We need to get there and try to determine whether the market can handle more than 9,000," Ferrari Chairman Sergio Marchionne Bloomberg on the sidelines of the Detroit auto show. "The founder of Ferrari in 1947 had a clear view that we produce one car less than the market demands, so, as long as we pay attention on that rule, we'll be fine."

Ferrari previously had a 7,000 unit annual sales limit in the name of exclusivity, but the company crossed that threshold in each of the last two years.

In order to grow from last year's 7,700 deliveries to about 10,000 by 2020, Ferrari could introduced a less expensive model inspired by the Dino of the late 1960s. Entry-level in name only, the modern day Dino would likely cost around $200,000, but that would still represent a significant savings over the $250,000 488, which is currently Ferrari's most modestly priced offering.

Unlike rivals Lamborghini and Aston Martin, Ferrari says it will not launch a utility vehicle to increase sales.

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