Ferrari can't keep up with demand for the Purosangue. And it knows people will wait.
Maranello is inundated with demand for the new Ferrari Purosangue SUV, with the Italian marque being forced to pause orders as demand rises. Ferrari is no mass producer of cars, and demand often gets ahead of the company, leading to a rabid seller's market for its vehicles.
As Drive reports, Ferrari will not say how many orders have been taken, but that some customers could wait two years for their cars. The company doesn't deny it either. "It's no secret that we stopped taking orders," said Enrico Galliera, Commercial and Marketing Manager of Ferrari.
"We had such an interest without delivering one single car. We made a decision that we thought was consistent with the positioning of Ferrari and the model," Galliera told Drive. That last part could easily be extrapolated to the pricing for the Purosangue, which is rumored to be around $379,000 US.
For now, Ferrari's production run for the Purosangue is capped at around 20% of the brand's overall production capacity. This was one of the Purosangue's main challenges as Ferrari weighed the SUV. The Prancing Horse still has to be a maker of sports cars, not a maker of SUVs and sports cars. That also ensures other models that are already in production stay on schedule.
With an SUV like this, Ferrari can sell as many as it can make, but the Purosangue doesn't exist because the Italian brand is in financial trouble. In fact, Ferrari only made this car because its customers requested it. In short, this is not a Porsche Cayenne on Lamborghini Urus situation. We don't see Ferrari buckling to pressure, and that waiting list will likely only grow longer.
Maranello saw this coming, as our report back in September reveals. Back then, Galliera said that because of the car's wildly popular V12 engine, "we risk not being able to satisfy demand, and maybe we will need to close the order intake very soon."
That day has clearly come.