Ferrari’s controversial Purosangue SUV dominated Q1 sales, accounting for 45% of deliveries and attracting a wave of new affluent buyers. The €350,000 vehicle has reshaped Ferrari’s client base, with 65% of SUV buyers being first-time Ferrari owners.
Demographic Shift:
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New Markets: 30% of Purosangue sales in Middle East/Asia.
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Female Buyers: Up to 25% from 15% pre-SUV launch.
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Customization: 80% opt for premium add-ons (avg. +€75,000 per vehicle).
Criticism & Defense:
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Purist Backlash: Traditionalists argue SUVs dilute Ferrari’s racing DNA.
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CEO Response: “The Purosangue embodies Ferrari innovation. It’s a gateway to our core models.”
