Now that Testarossa is out of Ferrari’s gambit officially, there are now strong rumours of a Dino revival.
Ferrari CEO Sergio Marchionne’s agenda for Ferrari is to bump up profits by increasing annual deliveries beyond a self-imposed limit of 10,000 cars. To achieve this, Ferrari will need to broaden its appeal beyond drivers attracted by its powerful 8-cylinder and 12-cylinder models.
But internally, not all agree to such a proposal considering the brand’s super strong image equity. As a result, some critics have argued that such a move by the company could lead to diluting the brand. And since there are divided opinions, Ferrari management will now deliberate on it extensively before deciding either way.
It may be recalled that in 2015, Ferrari boss Sergio Marchionne had said that he wanted to revive the Dino as an entry-level model for the brand. Marchionne said a V-6 sports car like the Dino is “not a question of if but when.” If that was to happen, then the lowest priced Ferrari badged as the Dino could sell for approximately US$177,000 which is about 20 per cent less than the California T. Marchionne said it would be dangerous to lower the entry level price for a Ferrari and hence moving downmarket to attract younger buyers isn’t a good option. In Asia, he said there is no shortage of buyers who can afford a 488 GTB or even more expensive models. That’s hardly the case in Europe or in North America, but that seems to be of little concern members of the company’s top brass. “We need to explore ways to attract customers to traditional values of the brand such as style, performance and engine sound before downgrading the entry level price for the brand,” Marchionne said.
Former Ferrari Chairman Luca di Montezemolo resisted suggestions that the brand should build a modern Dino but the possibility was revived when Marchionne took over as chairman in 2015.