I think they have. I lived 200 yards away from the Ferrari dealership in South Ken and I remember at bonus time a lot of brand new cars would appear at far higher than list. It did look as though the dealer was pricing to market and perhaps Ferrari preferred to capture that themselves!
Surprised that sales of merchandise etc..is £7million.. That doesn't seem a lot worldwide....I know you have to sell some shirts, coats and watches etc. but with F1 I'd have thought this would be more...