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Cutbacks keep the Ferrari frat party going

Posted by Clifford Atiyeh  May 4, 2009 11:41 AM

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boch-ferrari-609.jpgErnie Boch, Jr. rests his feet on a 2008 F430 Spider, just $62,000 more than a new one. (John Tlumacki/Globe Staff)

Ernie Boch, Jr., the tutu-wearing, rock band-leading Massachusetts car dealer who sells the most Hondas in the country, said he won't sell as many Ferraris this year at his "Boch Luxe" dealership in Norwood.

Instead of the 34 last year, Ferrari will only send about 20 to 25 this year, Boch said. It's part of Ferrari's plan to keep its current two-year waiting lists steady - heaven forbid they drop to a year-and-a-half - by cutting production some 20 percent, according to a report in the Sunday Globe.

"Where we've made it up is with the preowned," said Boch. "We'll sell more of them. Those prices have come down and spurred the market a little."

Buying a used Ferrari is just like a college freshman's fraternity initiation. Behind the paddling, embarrassment, and obvious extortion going on, he's in love with the whole affair - and knows that exclusive labels come at a cost. Go to any Ferrari dealership anywhere in the world and try to find a used prancing horse that hasn't miraculously appreciated. You won't.

I first saw this two summers ago when I visited the Penske Ferrari dealership in Las Vegas, which happens to be conveniently located past the craps tables in the Wynn Casino. Upon paying $10 for gawking privileges, there wasn't a single new car on display, but plenty of 2005 models with a few thousand miles commanding nearly $100,000 above new sticker prices. Clearly, this would be the worst place to stumble in drunk after winning a big hand.

Ferrari says they don't encourage dealers to mark up prices, but their entire strategy is built around it. Case in point with the 2008 F430 Spider Boch is rubbing his feet on above. The sticker says $279,000, but a 2009 model bases at $217,310. Brand newbies have no other choice but pay their dues with these used entries, and for limited-edition runs like the Enzo, there's simply no chance unless you've owned several.

Ferrari is an MBA's dream, and is all the more incredible considering the flood of flashy, fast exotics on the market today. But nothing, it seems, comes near the attention and sheer lust the Ferrari name generates. Guess that $400 a semester in Boston University frat dues would have really, truly gotten me somewhere.

This blog is not written or edited by or the Boston Globe.
The author is solely responsible for the content.

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1 comments so far...
  1. I have owned several Ferrari's and have come to the conclusion that the car is good for about 10 thrills then it is the 10K a year in up keep. Porsche is a much better car and value than most new Ferrari's. I would never buy another Ferrari again. As they say in Kill Bill Vol. 2. Italian trash.

    Posted by urout May 6, 09 10:04 AM

About Boston Overdrive reports the latest trends, auto shows and wrings out the newest cars in our city's hellish maze — and across the great roads of New England.
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Clifford Atiyeh is an automotive writer and car enthusiast . He has spent his entire life driving cars he doesn't own.
In the garage: 1995 21-speed Iron Horse, 2002 Jeep Wrangler X (by association)
Bill Griffith is a veteran Boston Globe reporter, having reviewed cars for more than 10 years and serving as assistant sports editor for 25 years. He was also the paper's sports media columnist.
In the garage: 2006 Subaru Baja
AAA's Car Doctor, John Paul John Paul is public affairs manager for AAA Southern New England, a certified mechanic, and a Globe columnist. He hosts a weekly radio show on WROL.
In the garage: Hyundai Sante Fe, Chrysler PT Cruiser convertible
Craig Fitzgerald has been writing about cars, motorcycles, and the automotive industry since 1999. He is the former editor of Hemmings Sports & Exotic Car.
In the garage: 1968 Buick Riviera, 1996 Buick Roadmaster, 1974 Honda CB450
Keith Griffin is president of the New England Motor Press Association and edits the used car section on He also writes for the Hartford Business Journal and various weekly newspapers in Connecticut.
In the garage: Mazda 5, Dodge Neon
George Kennedy is a senior writer for WheelsTV in Acton, which produces video reviews for Yahoo, MSN, and other auto websites.
In the garage: Lifted 1999 Jeep Cherokee
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