Supercars Marketed to Ultra Wealthy Niche

Ferrari Enzo Supercar's like Stefan Eriksson's wrecked Ferrari Enzo are the hot item for wealthy in Southern California. Eriksson was said to be going over 160mph in his before the crash. Eriksson's Ferrari Enzo was billed as a $1 million dollar car. Wikipedia has a list of some other celebrity Enzo owners. Supercarsite.net has some photos and information about the 2002 Ferrari Enzo. USA Today reports that many supercars are sold in Beverly Hills, California where they can reach the super-rich demographic.
"There's a whole new breed of collector that has emerged in the last three-four years," Sheehan says. "Almost all make the kind of money you cannot comprehend."

This new collector, he says buys the latest to one-up collector buddies. The owner may drive the car, sometimes at racetracks rented out to car clubs, sometimes to the latest trendy restaurant. But piling on miles hurts resale value.

Ferrari, the Italian make with an esteemed racing tradition, says North America is its most important market and nearly three in 10 of its North American cars go to California. Mattioli's Beverly Hills shop sells more Ferraris than any dealer in the country.

"It has to do definitely with the attitude of people living in Southern California, who are very open-minded," says Manfred Fitzgerald, director of brand and design for Lamborghini.
In addition the Ferraris the article also mentions several other supercars: Mercedes-Benz's SLR, Porsche's Carrera GT, McLaren F1, Saleen S7, Ford's GT, Lamborghini's Murcielago , Maserati's MC12 and the Veyron by Bugatti.

Posted on March 22, 2006

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