Ferrari Will Reduce Volume to Foster Exclusivity

Fiat SpA's Ferrari unit says it will trim production from about 7,300 units in 2012 to fewer than 7,000 this year to protect the brand's exclusivity.

"We don't sell a normal product," explains Chairman Luca Montezemolo to reporters in Italy. "We sell a dream."

He says the company will be able to maintain revenue levels through its engine business. Ferrari supplies powerplants to sister division Maserati, which hope to boost its worldwide vehicle sales to 50,000 units by 2015 from about 6,000 in 2012.