---
title: "Ferrari Boss Claims Maranello Will Always Deliver ‘One Car Less Than Market Demand’"
description: "In the eyes of Ferrari, making a customer wait for its dream ride isn't a bad thing at all."
date: "2019-09-11"
modified: "2019-09-11"
authors:
  - name: "Jerry Perez"
    job_title: "Deputy Editor"
    link: "https://www.thedrive.com/authors/jerry-perez"
url: "https://www.thedrive.com/news/29768/ferrari-boss-claims-maranello-will-always-deliver-one-car-less-than-market-demand"
categories:
  - "Ferrari News"
  - "News"
  - "News by Brand"
tags:
  - "Ferrari"
---

# Ferrari Boss Claims Maranello Will Always Deliver ‘One Car Less Than Market Demand’

![](<https://www.thedrive.com/wp-content/uploads/images-by-url-td/content/2019/09/IMG_2338.jpg>)
*\<em\>www.thedrive.com</em>*

When it comes to handling its business affairs and client relations, [Ferrari](<https://www.thedrive.com/news/28056/watch-a-prototype-of-ferraris-new-hybrid-supercar-try-to-hide-outrun-car-spotters>) always enjoyed a supreme level of autonomy from its corporate parent Fiat. But now that the famous Maranello outfit is a publicly-traded company, it must answer to its shareholders if it wants to extend the wave of success it's enjoyed the last few years. To most automakers, this would be a call to double-down and meet customer demand, but to Ferrari, it actually means the opposite.

During *The Drive*'s recent visit to Universo Ferrari for the unveiling of the [F8 Tributo Spider](<https://www.thedrive.com/news/29735/2020-ferrari-f8-spider-maranellos-latest-mid-engined-v-8-convertible>) and 812 GTS, Ferrari Chief Marketing and Commercial Officer Enrico Galliera voiced the automaker's strategy for increasing shareholder value without watering down the brand.

![message-editor%2F1568220963793-img\_4152.jpg](<https://www.thedrive.com/wp-content/uploads/content-b/message-editor/1568220963793-img_4152.jpg>)
**Jerry Perez**

"Ferrari focuses on exclusivity, and sometimes this means making customers wait for their car—to dream about their car," said Galliera. "They will enjoy it more \[when they receive it\]."

"Q4 \[2018\] was one of the healthiest periods of the company, with a healthy waiting list—perhaps almost too healthy," he added.

While explaining Ferrari's strategy of being unpredictable and exclusive, Galliera quoted company founder Enzo Ferrari, who oftentimes boasted that "Ferrari will always deliver one car less than the market demand."

![message-editor%2F1568220992493-img\_4554.jpg](<https://www.thedrive.com/wp-content/uploads/content-b/message-editor/1568220992493-img_4554.jpg>)
**Jerry Perez**

Galliera expressed that the original 812 Superfast, which debuted two years ago, currently has a two- or three-year waiting list. And its new variant, the [retractable-hardtop 812 GTS](<https://www.thedrive.com/news/29740/the-2020-ferrari-812-gts-is-a-790-horsepower-convertible-weapon>), will be delivered to only the "connoisseur" customer/collectors known to Maranello. Despite his comment, he did not reveal production figures for the new roofless beauty.

"The Ferrari strategy to please shareholders is to create a new segment and a new product for the segment, rather than increase volume \[of existing models\]," added Galliera.

We can only assume the new product being referred to is the [Purosangue SUV](<https://www.thedrive.com/news/23666/ferrari-reportedly-confirms-name-of-new-crossover-purosangue>), which is now the fifth and last remaining vehicle to be unveiled by the Prancing Horse. Previously, Ferrari had promised to deliver five new models before 2020, and this week's F8 Spider and 812 GTS marked the third and fourth, meaning we should see the new high-riding Ferrari before the year is over.

## Author
Jerry is responsible for upholding The Drive's ethos as an audience-first, enthusiast-driven car blog that serves up industry-leading news, reviews, culture, and motorsport coverage. Overseeing a staff of writers and editors from his home base in Indianapolis, he helps curate the site's daily rundown, as well as its medium- and long-term content strategies. Jerry joined The Drive in 2018 as a writer and worked as news editor and managing editor before becoming the deputy in 2023. As a lifelong car enthusiast and racing fan, Jerry believes that all cars are cool, but the people behind the machines are even cooler. This belief often gives The Drive a slightly different focus from most other car sites, where we explore the humanity behind the machines. When he's not obsessing over the day's biggest stories or hanging out at a race track, Jerry can be found behind the wheel of a car, most likely sharing a laugh with his teenage son or daughter.

### Author social links  
[Instagram](<https://www.instagram.com/drive_jerry/>)