JAMIE CARR: Personalisations help boost Ferrari’s record profits
Personalisations help boost record profits as global sales accelerate
At the height of the Republic, a victorious Roman general granted a triumph would have god-like status for the day he brought his armies and his captives into the city, but even then he would be accompanied by a slave whispering in his ear that he was only mortal. Such a slave would be a useful companion any time you are tempted to go and buy yourself a supercar, to prevent you from succumbing to the dealer’s attempts to lure you into the vortex of upgrade insanity.
Ferrari attributes much of its success in the past quarter to the impact of what it describes as personalisations, which contributed almost 20% to its record quarterly profits. This is a tribute to the mindset that says you’re already blowing so much on the thing that it would be positively criminal not to fork out another few hundred dollars to get your key fob to match the colour of your custom paint job, and you need a voice of reason to point out that your mates aren’t going to laugh at you if you don’t shell...
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