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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.

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.

Steve McQueen's Ferrari 275 GTB/4 To Be Auctioned In Monterey

We know from many, many years of watching classic car auctions, that there are certain qualities that ensure big money. For example, putting tiny silver horses and/or yellow badges on a red car will probably bring in a lot of cash. This is doubly true if said car hails from the 1950s or 1960s, and it's triply true if some dude drove it around in circles or if a celebrity owned it. That, friends, is how you make the serious dosh at auction. Considering that, we should expect big, big things when this 1967 Ferrari 275 GTB/4 crosses the block at the big RM Auctions event during the festivities surrounding the 2014 Pebble Beach Concours d'Elegance. Terrence Steven McQueen, better known as Steve McQueen and even better known as the coolest actor of the 1960s and 1970s, originally purchased this car while filming Bullitt in San Francisco, which should provide a big boost to its sale price. As previously reported, this car has undergone a full restoration and has received its certification from the team at Ferrari Classiche. Beyond that, though, we're kind of in the dark about this beauty. We don't even have a rough guess of how much it'll go for. That's where you come in. Considering that the price of classic Ferraris is increasing with all the regularity of Old Faithful, how much do you think McQueen's 275 will call for when it hits the stage in August? Head into Comments and let us know.