With a brand - and I respect Porsche - but the Ferrari brand is more exclusive... We never do SUVs, we never do four doors, and we never exceed 7,000 cars per year. And 7,000 means 7,000.

The quote by Luca Cordero di Montezemolo emphasizes the exclusivity and uniqueness of the Ferrari brand. He compares Ferrari to other luxury car brands, acknowledging the excellence of Porsche, but stressing that Ferrari maintains a distinct identity by limiting its production and avoiding certain vehicle types, such as SUVs or four-door cars. This approach reinforces the brand’s prestige and desirability.

Montezemolo highlights the strict production limits of Ferrari, stating that the company never exceeds 7,000 cars per year. This deliberate scarcity ensures that each vehicle remains special and sought-after, reinforcing the idea that rarity and exclusivity are central to the Ferrari identity. By adhering to these limits, Ferrari cultivates a loyal and passionate following among collectors and enthusiasts.

The origin of this quote comes from Luca Cordero di Montezemolo, the former Chairman of Ferrari, who played a pivotal role in shaping the company’s strategic vision and maintaining its global reputation for luxury and performance. Montezemolo’s leadership emphasized brand integrity, quality, and exclusivity, distinguishing Ferrari from other high-end automotive manufacturers.

Overall, the quote underscores the importance of strategic brand management in maintaining exclusivity and prestige. Montezemolo conveys that Ferrari’s philosophy goes beyond performance and design—it is also about limiting availability, preserving identity, and cultivating a unique, aspirational brand experience.