Ferrari, which is owned by Fiat (FIADF), has built a world-class name for itself based on its reputation for exclusivity. It capped production at 7,000 cars per year to ensure demand consistently outstrips supply, making its cars all the more desirable.
However, after a recent management shake-up, the company said it will ramp up production by 5% this year to ensure its waiting list doesn't get out of control.
While vehicle output may be increasing, limited production cars like the Sergio help Ferrari keep its exclusive edge.
"It's as far removed from mass production as you can get," said a Ferrari spokesperson.
Ferrari has only created about a dozen of these bespoke cars since the "one-off" program launched a few years ago, but it said the program is gaining traction, which could be helping the company's bottom line.
Ferrari reported record revenue in the first six months of this year, up nearly 15% compared to the same period in the previous year, even as it sold fewer cars. Profits for the period also rose by 10%.
The concept car was on show in London this month. Deliveries of the six Sergios are expected in 2015.