Ferrari don’t want to compete with Ford
They don’t need to. They understand that there is a relatively small market of highly wealthy individuals who want their product because it is expensive and desirable. The process of owning and buying a Ferrari has been made entirely about the experience. Yes, the process of building a Ferrari is likely to take much longer and involve a rigorous quality control procedure, but no doubt Ford have their own high standards for products that leave the factory floor.
The truth is, if you buy a Ferrari in the UK, the fastest you can drive it on public roads is 70mph – exactly the same speed you can in a Ford. If you just want to burn a few people at the traffic lights, then you could buy a £30k Ford RS that does 0-60 in 4.7 seconds. A Ferrari Berlinetta does the same in 2.8 seconds. Yes, there’s no doubt the Ferrari is faster, but it will also set you back over £250k – approximately £110k per additional second. Most people who buy a Ferrari are likely to be successful business people and entrepreneurs – the type of people who know when they are getting a good deal. I would argue that unless you are a professional racing driver, £110k for a 1 second performance improvement that you will hardly ever get to use does not represent good value for money.