Alexandre
Ferrari has always been an exclusive luxury brand, prized for its sporty vehicles and limited-edition models. Today, however, the famous Italian brand is in a position to achieve something quite special: double its sales in a decade. While this may seem ambitious for a company specializing in exceptional vehicles, there are several indicators that this goal could be achieved. However, it depends on a number of factors, including the Chinese market, trends in hybrid vehicles and the choice of models that Ferrari will put forward.
An impressive course, but a strategic slowdown
In 2024, Ferrari continues to grow despite slight slowdown observed in the third quarter, with deliveries down 2.2 1TP3Q for a total of 3,383 units sold. This strategy of voluntarily limiting sales is designed to boost profitability by focusing on the most profitable markets. This approach seems to be paying off, as Ferrari recorded a 6.5 % increase in revenues, reaching 1.644 billion euros in the third quarter. Profitability is one of Ferrari's strong points, with adjusted EBIT of 467 million euros, representing a impressive margin of 28.4 %.
New models: keys to the future
Ferrari's success over the next decade will largely depend on its ability to launch attractive, profitable models. The Ferrari Purosangue and the Roma Spider were in high demand, but the real highlight of the year was the launch of the Ferrari F80with all units already reserved. Although a limited edition, this model reinforces the brand's image and attracts a loyal clientele of collectors, sustaining growth in overall sales. Ferrari is also banking on hybrids, with 55 % of current sales represented by plug-in hybrid (PHEV) models.
Doubling sales: a realistic goal with its challenges
Based on recent trends, Ferrari could reach nearly 14,000 units sold by the end of 2024.
By way of comparison, in 2023 Ferrari sold 13,663 units and Lamborghini 10,112, figures that show Ferrari's advantage over its direct competitor. But this growth potential could be slowed by the steady decline in the Chinese marketThis is a market that has long been key for many luxury brands. Indeed, Ferrari suffered a notable drop in sales in China in the third quarter of 2024, with a decline of 152 units. According to its latest figures, Lamborghini is experiencing the same difficulties. The dynamic in Asia could therefore be decisive in achieving the goal of doubling sales.
Future Ferrari models
Among the models capable of boosting sales volumes, Ferrari Roma plays an important rolewith the 296 and the Purosangue. Introduced in 2020, the Roma is halfway through its career, and remains the 2nd best-selling model. The Ferrari SF90 and 812 are also models in decline in terms of sales.
| Model | Sales January - August 2024 |
|---|---|
| 296 | 3117 |
| Roma | 1870 |
| Purosangue | 1489 |
| SF90 | 1162 |
| 812 | 723 |
| Portofino M | 160 |
| Daytona SP3 | 133 |
| F8 | 49 |
Ferrari has already presented its new F12 Cilindri, replacement for the 812, 6 months ago, the Ferrari F80 about 1 month agoand we look forward to seeing you soon the first electric Ferrari 100 %but also the replacement for the SF90 Stradale, as well as an even more powerful variant of the 296. Last but not least, Roma's replacement is still missingperhaps by 2026. We'll see whether, with all these new features, the 14,000-unit target will be reached in 2024 or 2025.