Unlike other luxury brands, Ferrari never intended its first SUV as an asset to increase sales volume at the expense of its prestige.
The Ferrari Purosangue (the SUV that shouldn’t be called an SUV) is a success. Even too much. For this reason, the Cavallino di Maranello has decided to close pre-orders. The luxury automaker has yet to deliver a single unit, while the waiting list has already well exceeded two years.
Unlike other luxury brands, Ferrari never intended its first SUV as an asset to increase sales volume at the expense of its brand prestige. In short, the Purosangue must not become a ‘ volume maker ‘ like the Lamborghini Urus or the Aston Martin DBX, to name two car models created by prestigious brands to reach a wider and more heterogeneous audience than usual.
A few months after the presentation of the SUV, Ferrari sales and marketing manager Enrico Galliera took the floor, confirming that the company does not intend to accept new pre-orders for the car immediately.
It’s no secret that we stopped taking orders and there was already ample interest without having delivered a single car. We made a decision that we believed was consistent with the positioning of Ferrari and the model