Ferrari’s first SUV still wants to retain its stamp of exclusivity, which is why it has a limited annual production. However, customer demand is huge.
Manufacturers of exclusive sports cars resisted the SUV trend for a long time, but in the end it turned out to be a gold mine. A great example is the Lamborghini Urus, which today leads the car company’s sales and regularly helps it achieve new sales records. At the same time, it took quite a long time for an answer from its classic rival, i.e. Ferrari.
A few days ago, however, we finally got to see the premiere of the Purosangue model, the first SUV of the Ferrari brand, which is also presented as the first four-door and full-fledged four-seater car of the automaker. At the same time, the Purosangue model also generated a fair amount of interest from customers, but perhaps too much for Ferrari’s standards. The acceptance of orders may therefore end just a few days after the premiere.
Enrico Galliera, Ferrari’s sales and marketing manager, revealed in an interview with colleagues from Automotive News that the brand has seen huge interest from customers. At the same time, estimates show that the demand far exceeds the original expectations of the brand and, above all, the possibility of delivering the car in the near future. “We run the risk of not being able to meet demand and may have to stop taking orders soon.Galliera revealed.
At the same time, the main essence of the problem is related to the brand’s decision to maintain its exclusivity, due to which the annual production of the Purosangue model should be limited to roughly 20% of the car company’s annual production capacity. At the same time, according to estimates, there are currently around 15,000 vehicles, so only around 3,000 units of the Purosangue model could be produced per year. With a model lifespan of around 4 to 5 years, we are talking about a total production of around 12,000 to 15,000 vehicles.
“We are committed to our clients and will maintain control over volume despite demand, which is in line with our DNA and our original mission to remain extremely exclusive. And the only way to stay exclusive is to control supply and demand,” added Galliera.
As Galliera revealed to colleagues from Automotive News, the Ferrari brand began accepting the first orders already in September 2018, when the first announcement was made that the brand would offer an SUV. Then when the news came that the SUV would also get a V12 engine, the order intake was supposed to literally explode. At the same time, the brand should again give priority to existing customers, but the Purosangue model also attracted a large number of completely new customers. However, you will probably have to wait a little longer for your machine.