Ferrari has opened Pandora's box the moment it launched its first-ever V12-powered SUV.
As expected with the popularity of super SUVs these days, Ferrari was immediately overwhelmed with orders for the USD 393,000 (PHP 23-million) Purosangue, to the point where the Italian marque may be forced to close its order books.
Initially, Ferrari only wanted the Purosangue to take up 20% of its annual production to maintain exclusivity. With Maranello only having a production capacity of around 15,000 vehicles, this meant no more than 3,000 Purosangues will be made per year.
To put it into perspective, the Purosangue's main rival, the Lamborghini Urus, has taken the lion's share of Bologna's sales with more than 5,000 units sold last year. Considering that's more or less the future case for the Purosangue, then Ferrari's outputs are indeed nowhere near enough to keep up with demand.
“We risk not being able to satisfy demand, and maybe we will need to close the order intake very soon" said Enrico Galliera, Ferrari's chief marketing and commercial officer. Back in September 2018, Ferrari already started taking pre-orders for the Purosangue when it was announced Maranello will be building an SUV. However, Galliera said when Ferrari announced the Purosangue will have a V12 under its hood, pre-orders have “exploded”, and is largely responsible for its high demand.
Furthermore, Galliera said existing Ferrari customers will get first dibs to the new SUV over buyers who are new to the brand.
“Every (Ferrari owner) wants to have a Purosangue, and we need to reward them, as they are the ones that made Ferrari what it is today” added Galliera.
Is Ferrari doing the right thing by prioritizing exclusivity over sales, or did they get their strategy wrong? Let us know in the comments.
Source: Automotive News