Ferrari unveils the F80, its latest once-in-a-decade hypercar
Balancing exclusivity with sales growth remains an art for automakers like Ferrari
Some good news for gearheads and Italophiles alike: yesterday, Ferrari unveiled their new supercar, described by the Maranello-based luxury automaker as “the most powerful road car ever to come out of the gates of the Ferrari factory.” The bad news? It’s already sold out.
The F80 is Ferrari’s first hypercar in 11 years, and features a V6-hybrid turbo engine with a combined maximum power of ~1,200 hp; top speeds of 350 kph; a state-of-the-art suspension system; lightweight 3D-printed parts; a narrower, more aerodynamic cabin; and a “driver-centric” layout, which means the passenger seat is smaller and set further back.
However, Ferrari plans on producing just 799 units of its latest cutting-edge vehicle — and each has already been assigned to a specific client (at this week’s launch, Ferrari’s CMO reported that requests for the model totaled 3x the planned output).
Even so, the very exclusive list of people who can get their hands on the supercar will have to cough up ~$3.9 million, making the F80 the most expensive road car ever sold by Ferrari. Napkin math suggests that the F80 would be worth more than $3 billion in sales to the company, which has slowly increased its volume of sales over the last decade, shipping ~13,700 cars last year.
Ferrari fans will know all too well that a new supercar is a once-in-a-decade event. Since 1984, when the automaker released its iconic GTO model, Ferrari has periodically offered a special model supercar.
Still, if you’ve thought that 799 seems like an abstract number of cars to produce, the company CMO also outlined in the presentation that this was to “limit the number of collectors” to “maintain a very high exclusivity”. Why they didn’t make 800, though, might be more of an aesthetic choice: Ferrari only made 272 original 288 GTOs, then 1,315 F40s, 349 F50s, and, for its most recent special release, 499 LaFerraris.