Ferrari NV sold out a $2.1 million open-top version of its LaFerrari supercar before its public debut, underscoring the marque’s allure even as the former unit of Fiat Chrysler Automobiles NV widens its line-up with more affordable models.
That two-pronged strategy was on display at the Paris Motor Show on Thursday. At one end of the scale, the Italian sports-car maker teased visitors with the aura of the LaFerrari Aperta, which is limited to 200 vehicles and was so sought-after that a collector sued for being left off the buyer’s list. At the other end is the four-seat GTC4 Lusso T, equipped with a smaller V8 motor instead of the standard V12.
“For us a limited edition is a way to reward our clients,” Ferrari’s head of sales and marketing Enrico Galliera said at the Paris unveilings. The Lusso, meanwhile, is meant to fill a market gap. “There were a number of clients that were looking for something different. They were looking for the same emotion of driving a Ferrari-- which is sporty and versatile -- but at the same time is specifically designed to be driven every day.”
Ferrari has been under pressure to show that its strategy of wooing the world’s elite can work without the backing of a bigger player. The automaker’s stock has been below theinitial public offering price of $52 a share since November, and its ambition to broaden the brand beyond exotic cars and challenge luxury icons such as Hermes and Louis Vuitton has failed to make headway.
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