MARANELLO, Italy — Ferrari will use its new production site to boost manufacturing flexibility and shorten the time needed to develop and roll out new models, rather than to increase output, the CEO of the Italian luxury sports carmaker said on Friday.
Ferrari’s so called e-building in its home town of Maranello, northern Italy, for which it has invested around 200 million euros ($214 million), will also produce its first fully electric (EV) car, expected to be launched at the end of next year.
“This building will allow us to shorten time to market or product development time,” CEO Benedetto Vigna said at the plant’s inauguration, adding these two activities sometimes currently overlap on existing assembly lines.
Vigna said Ferrari was not pushing for volume but for value.
“So, more money per car basically. We want to grow the company but not because we increase volumes,” he said, adding a key tool to expand revenues from car sales was personalisations.
Personalisations are the touches that a customer requests to make the model more suited to their tastes, both inside and out.
“We want to have more tools, technology tools … more flexibility to accommod ate the need of more personalisation of our clients,” Vigna said.