Ferrari Sees Rise in Younger Buyers as EV Transition Looms
Ferrari is witnessing a notable shift in its customer base, with younger buyers becoming increasingly attracted to the legendary Italian brand. CEO Benedetto Vigna revealed that almost 40% of new Ferrari customers are now under the age of 40. This represents a significant increase from just 30% less than two years ago. The company, historically associated with older enthusiasts, now sees a changing landscape for its clientele.
Speaking on the shift, Vigna attributed the success to his team, emphasizing the broader appeal of Ferrari’s products. He noted that this shift has been organic, not the result of aggressive marketing. While younger buyers often have different expectations, one thing remains constant: the wait. Ferrari is sticking to its exclusivity and the policy of limiting production to maintain high demand.
Although customers are eager to shorten the notoriously long two-year waiting lists, Vigna made it plain that Ferrari has no plans to increase production. He mentioned examples of both younger and older clients who requested faster delivery, only to be told that patience remains part of the Ferrari experience.
However, not all traditions are untouchable. Ferrari is preparing to unveil its first fully electric model on October 9. In addition to the EV, five other new cars are scheduled to debut this year. The electric vehicle marks a significant move for a brand celebrated for its high-performance gasoline engines.
Vigna acknowledged that some long-time Ferrari enthusiasts might resist the move to electric power, still craving the visceral thrill of a combustion engine. Nevertheless, he expressed confidence that a new generation of buyers, many of whom might only consider electric vehicles, will embrace this new chapter in Ferrari’s history.
As Ferrari moves into electrification, its growing popularity among younger buyers signals that the marque is well-positioned to thrive in the evolving automotive landscape.
