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Ferrari reports fewer sales, more profit to prove strategy is working

Ferrari's angle of emphasizing exclusivity by limiting deliveries is appearing to bear fruit. The company posted a 7.1-percent increase in revenues to 1.7 billion Euros ($2.2 billion at today's exchange rates) during the first half of 2013. Net profits, meanwhile, saw a jump of 20 percent to 116.2 million Euros ($153.5 million). The Prancing Horse delivered 3,767 cars, which, while an increase of 2.8 percent, represents a rate of growth that's slower than in the first quarter of 2013.
While Ferrari may be actively trying to slow its sales down to below 7,000 in 2013, it's seen increased numbers in the US, Great Britain and Germany, along with double-digit growth in the Middle East and Japan (39 percent and 28 percent, respectively).
The move to limit sales should have a greater impact on the numbers that come in later this year, which we told you about back in May. Ferrari's controversial move has already seen a drop in sales to China, which saw 50 fewer Prancing Horses than this time last year.

Ferrari posts record profits on restricted volume

Most automakers are after one thing and one thing only: selling more cars. Because, after all, selling more cars means making more money. Right? Well that's usually the case, but Ferrari has taken a different approach. Rather than try and sell more cars, Ferrari intentionally sold fewer models in 2013, yet it made more money.
The move was implemented after 2012 emerged as the strongest year in the company's history. Instead of pushing to sell even more cars, it opted to maintain a level of exclusivity by selling fewer - 5.4 percent fewer than the year before, to be specific - thereby ensuring that those it did sell were worth more. As a result, in 2013, Ferrari logged record turnover, profits and finances: on 2.3-billion euros of revenue (up 5 percent from the previous year), Ferrari recorded 363.5 million euros in profit last year - that's roughly $500M USD.
Before you go jumping to conclusions, though, bear a few factors in mind. For one, Ferrari's stakeholders aren't pocketing all that cash - they're reinvesting it into the company: over the course of the same year, Ferrari invested some 337 million euros - 464 million dollars - in research and development. And while the company's extensive merchandizing efforts continue to bring in more cash, at 54 million euros ($74M) raised last year, the branding operation still doesn't account for a sixth of overall revenues. Still, it's little wonder that the experts at Brand Finance have named Ferrari the world's most powerful brand for the second year running.

Watch this Ferrari 288 GTO get a top-flight detailing job

Detailing was once the last thing we had any interest in doing, and if such a thing were possible we had even less interest in watching someone else detail some other car. We don't feel that way anymore, fascinated by the minutiae uncovered in while watching Todd Cooperider and Polished Bliss detail some examples of Prancing Horses.
Next up on the detailing honor roll is Larry Kosilla of Ammo NYC. Company founder Kosilla said he has wanted to be the best detailer on Earth ever since he was a kid, and his company makes products to serve detailers with that kind of passion. Now, we can watch him put his knowledge and elbow grease to work on a Ferrari 288 GTO.
The biggest issue with the eighties wondercoupe is that it is made of three different materials, each of which will cause the same coat of paint to react differently to the same products according to Kosilla. There's also the fact that he's working in what appears to be a rather poorly lit garage, but by the time he gets to the end of the two-day job it's clear he knows exactly what he's doing. Detailing school begins in the video just below.