I think the real question is why would it want to? Ferrari is a specialist marque that, like most other super luxury brands, the parent company (in this case Fiat I believe) keeps around for the glow it gives its cheaper cars. There really isnt a lot of money is super expensive cars compared to the mass market. Have a look at the history of all the expensive car companies.. none of them are still standing.

Because its CEO won't settle for that, and will insist on making it to the mass market or die trying.