Despite the economic meltdown that ravaged 2009, Ferrari weathered the storm fairly well. Although the sports car industry saw a dramatic 35-percent decrease in sales, Enzo’s firm only saw a minimal 5-percent decrease. Impressive? Quite. And if that weren’t enough, it also managed to achieve a 10-percent gain in global marketshare.
Although it was lower than its income in 2008, Ferrari posted an operating profit of $332 million in 2009, with revenues topping $2.4 billion. Ferrari attributes much of its success to both its new California model (60 percent of all buyers are new to the brand), and the Middle Eastern market, which saw a 29-percent jump in sales. Even so, North America remains the company’s largest market, with 1467 cars delivered (a drop of 12 percent).
“Achieving these results in such a challenging economic climate is the best possible endorsement of the quality and the commitment of all the people of Ferrari,” said CEO Luca di Montezemolo. The chairman indicated a return to normalcy may be a few months away, as the “first small signs of recovery will not come until next autumn.”
Another high point for the firm lies with its fan base. Within the first nine months of its redesign, the company’s Web site logged more than 200 million page views, and the live reveal of its 2010 F1 car was almost too much for the firm’s servers. Revenues from official merchandise jumped 22.5 percent, while income from licensed products increased more than 10 percent.