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Ferrari NV unveiled the speediest production car in its history, underscoring its reputation for uncompromising performance even as the Italian manufacturer pushes the limit of how many autos it can sell without losing its allure.
The 812 Superfast debuted at the Geneva International Motor Show on Tuesday with a 12-cylinder, 800-horsepower engine that accelerates to 100 km (62 miles) per hour in as little as 2.9 seconds, making it Ferrari’s most powerful production model ever. Priced at 292,000 euros ($308,000) in Italy, the new flagship is already sold out for 2017, Ferrari CEO Sergio Marchionne said in an interview with Bloomberg TV. “We have to make sure the demand is there, and we always have to supply less than the demand,” he said. Having promised its shareholders a boost in sales and profit following its 2015 initial public offering, Ferrari faces the challenge of selling more cars without diluting its air of exclusivity.