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Ferrari IPO worth $1 billion to launch imminently

Or maybe not. Back in July, we reported that Ferrari's initial public offering could come any day, based on what FCA honcho Sergio Marchionne told reporters at an international economic forum. Marchionne himself ensured investors that the Maranello automaker was "days away" from filing the paperwork. That didn't happen. Now it's October, and the rumormill is churning about all things Ferrari IPO on the news that the company has filed amended IPO documents with the SEC on September 22. Like last time, the launch is apparently imminent – as early as today, reports CNBC – and sources are hearing an offer of $1 billion in stock, or roughly 10 percent of what FCA believes Ferrari to be worth. Back in July, Marchionne insisted that Ferrari was worth as much as $11 billion, despite experts at the time pointing out that this was much higher than even the company's internal assessment of the brand's value. Bloomberg is also reporting that demand for Ferrari stock may exceed supply by as much as 10 times, even before the IPO. Much of this value (as much as half) is derived from the brand as intellectual property, as opposed to its assets or profitability. Part of the brand value equation is Marchionne's attempt to reposition Ferrari as a "luxury" brand, as Business Insider notes – the word "luxury" is mentioned 151 times in the document. The broad universe of branded Ferrari goods, like luxury clothing and toys, are a strong illustration of Ferrari's power as a brand. For traditionalists and Ferrari fans jittery at the thought of their beloved manufacturer subject to the whims of shareholders, a few calming notes. Tech Times reports that the documents confirm that Ferrari will remain incorporated as an Italian company. More importantly, there's no indication at present that Ferrari's new emphasis on "luxury" will change their product plans, meaning ever-faster exotic cars will continue to roll out of Maranello for now.Related Video:

Ferrari 488 GTB rocks throwback '80s livery in Paris

We have a soft spot for retro racing liveries – especially when they're applied to road-legal supercars. Like a Porsche 918 Spyder with Martini racing stripes, a Ford GT in Gulf blue and orange, or this latest Ferrari 488 GTB unveiled in Paris. The Tailor Made department in Maranello prepared this one-of-a-kind 488 in tribute to the 308 GTB that Jean Claude Andruet drove to victory twice in the Tour de France Automobile – in 1981 and '82 – only a few years before the event was discontinued. It was one of the most iconic of Ferrari racing liveries (aside from the classic rosso corsa of course) and is beautifully reinterpreted for that car's modern successor. The unique treatment includes a French racing blue and white exterior with Pioneer sponsorship, matte gold wheels, and matte black brake calipers. The interior looks as stripped-out as the 458 Speciale's and features red fabric seats with matte-finish aluminum and carbon-fiber trim. Commissioned by Charles Pozzi, the same Paris dealer that campaigned the original decades ago, the turbocharged retro smurf was unveiled yesterday at the Grand Palais. It marked the start of the Tour Auto Optic 2000, a French rally. This content is hosted by a third party. To view it, please update your privacy preferences. Manage Settings. The GTC4Lusso makes its French premiere at the Grand Palais The 488 GTB Tailor Made Pioneer also unveiled for the first time Paris, 18th April 2016 – What better setting than the Grand Palais in Paris for the GTC4Lusso, Ferrari's latest creation, to make its debut on French soil? The new Prancing horse V12 four-seater, four wheel drive with rear-wheel steering, was a magnet for the over 200 journalists who attended the premiere this afternoon on the opening day of the Tour Auto Optic 2000 rally. The GTC4Lusso will be also the star attraction at a gala cocktail in the evening for over four hundred guests who will have the opportunity to see this superb example of a unique mix of benchmark sports car performance, all-weather versatility and sublime elegance. This very important "rendez-vous" is also the occasion for Ferrari to present a unique version of its 488 GTB. In association with its Parisian dealer Charles Pozzi, the very exclusive Tailor Made program imagined a car which pays homage to the 308 Gr4 Pioneer driven by Jean Claude Andruet and two times winner of the Tour de France Auto in 1981 and 1982.

Ferrari production to increase under Marchionne

The head of any company has to juggle the relationship between supply and demand. Of course, that applies to automakers too, even ones as high-end as Ferrari. And as with many other decisions, the way Ferrari has addressed supply and demand has come down principally to the principal.
Enzo Ferrari may have only wanted to sell as many vehicles as he needed in order to fund his company's racing department, but with the F40 - the last model made under his watch - Ferrari ended up increasing supply to meet growing demand. However, after Luca di Montezemolo took over in the wake of Enzo's passing, he started constricting supply. He figured Ferrari could sell 400 units of the F50, for example, so he built 399. More recently, Montezemolo undertook a course of action that spread Ferrari into more markets, while simultaneously constricting supply to increase demand and thereby profitability.
It's been a winning formula for Ferrari. Just days ago, the company announced record earnings up by 14.5 percent in the first half of 2014 over the same period last year, which itself had seen a 7.1-percent increase over the year before. Clearly the strategy has worked, but Montezemolo's successor is already eying a different approach.