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Ferrari Can't Decide Whether or Not to Build a New Dino

Ferrari Can't Decide Whether or Not to Build a New Dino”

According to the latest report from Automotive News Europe, Ferrari is considering bringing back the Dino, but the Italian automaker is afraid that a less-expensive sports auto would dilute the brand. CEO Sergio Marchionne admitted during a call with analysts the idea of bringing back the Dino is now being "kicked around", but there's a lot to consider as he believes it might have a negative impact on the brand's image. And if more people can afford to drive a Ferrari, that could be a problem. Not everyone is convinced that this would be a good move, he said.

Rumours about a Dino reboot have been swirling for years, and despite the divided opinion among fans, Ferrari is still yet to make a decisive call on the sub-brand. In addition, he argued that a cheaper model wouldn't necessarily lure in more young customers as the company is already enjoying a "phenomenally young" customer base in Asia.

As reported by Automotive News, the head honcho of the world's premier performance-oriented manufacturer commented: "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." .

Indications that Ferrari is now hesitant to introduce a modern Dino to the market have surprised some investors and analysts who were expecting the car-maker to introduce a small sports auto priced around €150,000 ($A220,000) in the very near future.

Some though such a sports vehicle might help the brand sneakily exceed Marchionne's self-imposed annual production limit of 10,000 cars per year.

A final decision regarding the possibility of bringing back the Dino will be announced in the first quarter of 2018 when Ferrari will organize an investor day to talk about its next five-year plan.



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