Fiat Chrysler Automobiles will keep a lid on production of new Ferraris over the next five years despite huge demand in emerging markets like China, Fiat chief Sergio Marchionne said Tuesday.

Marchionne said in Detroit that Ferrari sold 7,000 of its supercars in 2013 and expects to sell the same number in 2018.

While rising wealth in China and other emerging markets could sustain expanding FERRARI production to 10,000 units annually, Ferrari’s management have agreed not to expand production for now.

“We want to keep production capped to preserve the brands uniqueness, while continuing to search for opportunities in emerging markets but maintain exclusivity in mature ones,” said Marchionne.

At the same time, Marchionne said Ferrari will launch a new model every year, with a four-year life cycle for each new model.

It will launch special limited series targeting the wealthiest customers and broaden its “personalization” of key models to boost Ferrari’s profit margins.