Alexandre
Ferrari is seeing a significant rejuvenation of its customer profile. In an interview at the CONVERGE LIVE event in Singapore, Ferrari CEO Benedetto Vigna revealed that 40 % of the brand's new buyers are now under 40. This is a significant change from just 18 months ago, when the figure stood at 30 %.
This information illustrates a fundamental trend: Ferraris are increasingly attracting a younger clientele. While the image of Ferrari has long been associated with an older elite, today young people are flocking to join the ranks of Maranello's prestigious customers. According to Vigna, this evolution is a real success for Ferrari, the fruit of a team effort dedicated to maintaining the brand's exclusivity and prestige.
"40 % of new customers are under the age of 40," said the CEO. "It's an achievement we owe to our team." A comment that clearly shows that Ferrari remains faithful to its strategy of limited production to preserve its image of exclusivity, which now appeals to a younger and more enthusiastic clientele than ever.
Despite this change in its audience, Ferrari did not deviate from its rigorous production policy. Indeed, the almost three-quarters of the Ferraris sold last year were to existing customers, reinforcing the idea of loyalty. In this regard, Vigna evoked the famous phrase of Enzo Ferrari, the brand's founder: "We will always deliver one less car than the market demands."
Long production lead times, often in excess of two years, are also seen as a distinctive feature of Ferrari luxury. A striking example was given by Vigna, who recounted the anecdote of a 78-year-old customer keen to buy a Ferrari, but reluctant to wait so long. However, the CEO did not hesitate to reply: "It's a motivation", before assuring him that this kind of waiting is an integral part of the Ferrari experience.
Ferrari's strategy goes far beyond its customer profile. Although deeply attached to its thermal and hybrid roots, the manufacturer is resolutely looking to the future with the announcement of its first 100 % electric model, scheduled for October 9. Vigna expressed Ferrari's pride in having taken this bold decision (despite doubts expressed to shareholders), while specifying that the brand will continue to offer thermal and hybrid models, alongside electric ones. The CEO asserted that some customers will remain loyal to combustion-powered models, but that others won't hesitate to switch to electric.