Ferrari is successfully attracting younger buyers, with 40% of new clientele now under 40, a significant increase from 30% just a year and a half ago, according to CEO Benedetto Vigna. The company has maintained its exclusivity by limiting production and prioritizing sales to existing customers. The emerging trend among younger buyers is a desire for customization, as they prefer to create their unique vehicles rather than purchasing second-hand models with modifications.
40% of the new clients are below 40 years. That's a big ramp-up from the 30% figure they were hitting just 18 months ago.
Ferrari holds back the number of cars it produces, and the privilege of buying one involves a waitlist and a very selective process.
The super-exclusivity was part of Enzo Ferrari's grand plan, who said the company should always build one less car than the market wants.
New owners want to create the machine of their dreams and don't want someone else's, marking a shift in consumer preferences.
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