Om half vier vanmiddag opent de New York Stock Exchange, waar vanaf dat moment gehandeld kan worden in aandelen Ferrari. De aandelen zijn dinsdag geprijsd op $52 per stuk, dus praktisch iedereen kan een stukje Ferrari bladiebla. Een aandeel is geen supersportwagen, jammerrr.
Grappiger is dat Ferrari natuurlijk een prospectus heeft opgesteld over waarom u die aandelen toch echt moet kopen. Dat is niet alleen een verkooppraatje, het is ook verplicht. En dat betekent dat we kunnen lezen hoe Ferrari eigenlijk over zichzelf denkt en wat de strategie achter hun auto’s is. Interessant is ook wat Ferrari van marktaandeel vindt en welke auto’s de Italianen als concurrent beschouwen (en welke niet).
Een paar citaten uit de prospectus:
“Our sports cars are characterized by compact bodies, a design guided by performance and aerodynamics, and often benefit from technologies initially developed for our Formula 1 single-seaters. They favor performance over comfort, seeking to provide a driver with an immediate response and superior handling, leveraging state of the art vehicle dynamics components and controls.”
“We believe our cars’ performance in terms of value preservation after a period of ownership significantly exceeds that of any other brand in the luxury car segment.“
“In 2014, our market share in the luxury performance car market was 22.9 percent (27.0 percent in 2013), with a 25.0 percent (30.3 percent in 2013) market share in the sports car segment and 18.8 percent (20.7 percent in 2013) market share in the GT segment. (…) While we monitor our market share as an indicator of our brand appeal, we do not regard market share in the luxury performance market as particularly relevant as compared to other segments of the automotive industry. We are not focused on market share as a performance metric.”
“In the sports car segment our products, are the 488 GTB, 488 Spider, 458 Italia, 458 Spider, 458 Speciale, 458 Speciale Aperta and F12berlinetta and our principal competitors are Lamborghini (Huracán and Aventador), McLaren (650S), Porsche (911 Turbo and Turbo S), Mercedes (SL 63/65 AMG), Aston Martin (Vanquish and V12 Vantage/ S) and Audi (R8 V10). In the GT segment our products are the California T and FF models and our principal competitors are Rolls-Royce (Wraith), Bentley (Cont. GT/GTC, V12 and V8 (Speed and S version), GT3-R), Aston Martin (DB9) and Mercedes (CL 63/65 AMG, S Coupé 63/65 AMG).“
“A significant portion of our revenues from licensing activities consists of royalties we receive in connection with Ferrari World, our theme park in Abu Dhabi (12 percent of royalties generated by licensing activities). Ferrari World opened on Yas Island—on the North East side of Abu Dhabi’s mainland in 2010 and it is currently the only operating Ferrari theme park. Ferrari World’s iconic sleek red roof is directly inspired by the classic double curve side profile of the Ferrari GT body, spanning 200,000 square meters and carrying the largest Ferrari logo ever created.“
Beeld: Norbert Aepli
