While their IPO might have hit a few speed bumps, Sergio Marchionne isn’t shying away from pumping the brand up a bit by resurrecting an old nameplate, Bloomberg reports.
I could never pin down what made older Ferrari’s so alluring, perhaps it was all the sexy, curving bodywork, or the glistening chrome, but either way, they made you want them – really want them – and the Dino, originally produced as an “affordable” sub-brand to the brand’s other makes, was one of those cars.
According to Bloomberg, the prancing horse is apparently in the middle of reviving the name, though it won’t be the poor-man’s Ferrari its ancestors were set out to be:
The Fiat chief is trying to goose the Ferrari brand a bit in advance of an initial public offering later this year. But he also said a Dino 2.0 wouldn’t be “cheap.” Nor would it be solely a way to stretch the brand lower down the market. The expected sweet spot is somewhere around $240,000 in exchange for 500-horsepower. In that range, it will square off against Porsche’s 911, as it did decades ago.
Well, with a $13,500 sticker price back in 1971, the term “affordable” was used incredibly relative to begin with.
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