The original racing Testa Rossas of the 1950s do not resemble the road going versions of the 1980s; such cars seem more of an excercise in brand engineering, too. I'm wondering how a Dino, then, is any different in this regard. Ferrari has revived it's own names for years.
That is true, the 80's Testarossas did not resemble the original. However the brand lineage of the modern Flat 12 Testarossa could be traced back to the original 250 series. In the same way the F430 can be traced back to the Dino. Therefore if the next model in the '8' range was badged 'Dino' for example 'F430 Dinoficato' or F430D for short, than that fits within the point you are making, which is valid.
On a technical point my use of the term 'Brand Engineering' is incorrect. 'Brand Leverage' or 'Brand Extension' are perhaps more appropriate as I guess we are talking about more than a F430 with a new badge. We are talking about a new Ferrari model targeted at a different market segment
For months, the reports have been, and are confirmed today, for the Dino to be priced between £82,000 and £90,000. That's about $160,000 -$180,000. This is virtually F430 money. Are you suggesting, too, that the F430 is a non-exclusive marketed Ferrari?
Looking at what is available on the Ferrari UK website today, a newish F430 Berlinetta is around GBP£150,000. That makes the F430 exclusive to a point. Euro LHD models are usually a little less, but it is still a substantial amount, so that even when you factor in depreciation and attrition, used models are still exclusive.
However 2 points to consider.
1. The F430 is not as exclusive as any of the '8' models that preceded it as the production figures were much lower for those models.
Therefore in the used market even when you factor in a level of attrition the ratio of exclusivity (in terms purely of physical supply) between the F430 and its predecessors remains. The older models are still more exclusive. Factor in a demand element you see the level of availabilty begin to converge; the later models with the higher production figures begin to compete for demand with the pristine older models still available in the market within a more 'friendly' price bracket (e.g GBP£30,000 to £70,000) and so you have overlap, and exclusivity of the greater quantity is further eroded. The key factor in reducing the rate of this erosion is reducing the rate of depreciation, by controlling volumes and prices as well as your brand.
2. Now introduce an 'entry' level model for between GBP£82,000 - GBP£90,000. By definition an entry level model has to be more affordable, so to keep prices lower you leverage economies of scale i.e. you produce more (more than the number of F430's you already produce), share components etc.
What will that do to the residual values/rate of depreciation of your used models? and therefore to the level of exclusivity? and ultimately to your brand? which incidentally is built partly on exclusivity.
Ferrari would become to FIAT what Porsche is to VW. More profitable but commonplace.
Just my observations and ramblings - I made it up as I went along!