Yet Ferrari still hopes to bring in new buyers.
Ferrari has a certain way of selling and marketing its cars. This strategy is a large part of what makes Ferrari, well, Ferrari. For example, there are some cars in the brand's lineup you have to be asked to buy. This tradition of Ferrari's goes back some time, as far back as models like the FXX-K, and even further still. Customers who got their hands on those were already avid members of the Tifosi.
Dieter Knechtel, President of Ferrari Far East and Middle East, has confirmed that the brand will carefully manage the exclusivity of the Ferrari Purosangue. That said, Ferrari still wants the Purosangue to bring in first-time buyers. It's a classic supply-and-demand strategy: bring attention to your new product and then intentionally limit its availability to make it more exclusive. Toyota is reportedly doing something similar with the Toyota GR Corolla.
Speaking to CarExpert, Knechtel said, "It will now be another range model, and even now with our range models there is not endless supply. So we will be very careful to balance that properly." This sounds to us like the limited availability of the new SUV. What will be more limited is any upcoming special editions of the Purosangue, the allocations for which will likely go to existing Ferrari customers before anyone else.
While it doesn't sound like you'll be able to rock up and order a Purosangue in the same way you'd be able to order an Aston Martin DBX 707, those new buyers will be especially important to the brand, just as they are with the Aston. "We saw an opportunity to broaden our customer base with people who haven't been coming into the brand but love SUVs," said Knechtel.
Ferrari also wants to bring in younger buyers, like so many other SUVs on the market. Again, we can't help but notice parallels to Aston's own SUV. Ferrari says that the majority of its first-time buyers are ending up in either the Roma or Portofino M, both of which are priced below the brand's coveted mid-engine and front-engine V12 cars.
However, the famed Ferrari V12 could also be finding its way into the Purosangue. It's far from an official confirmation, but Knechtel also didn't deny it. He says it's for Ferrari to decide. What Knechtel did say is that the brand's emissions scores are strong enough to continue using that lovely engine.
Frankly, it would be insane for Ferrari not to put the V12 in the front of the Purosangue at some point. As of now, we'll be expecting Ferrari's 3.9-liter 697-horsepower twin-turbo V8 under the Purosangue's sculpted hood. We also expect some level of hybridization given the SUV's somewhat more mass-market leanings. Deliveries are expected to begin in 2023.