As 2025 draws to a close, Ferrari finds itself in a paradoxical situation: the Italian brand continues to show solid health in several markets, but overall momentum remains fragile. Between regional disparities, the effects of fiscal policies, continuing price rises and a complex global context, performance in November and December will be decisive for the close of the 2025 financial year.
United States: a near draw... but a reassuring draw
As the world's leading market for Ferrari, the United States confirms its role as a pillar. With 298 registrations in October, including 48 Purosangues valued at over $400,000 each, the Maranello-based brand is only -1 % behind 2024.
On the scale of a generalist automaker, this would be disappointing. But for a luxury brand, in a market plagued by successive price hikes and tariffs implemented by the Trump administration, it's almost a victory. Ferrari could end 2025 at the same level as 2024, a performance in itself.
Germany: a decisive second half
Germany, Ferrari's second-largest market worldwide, is having a rollercoaster year. After a weaker first half of the year than in 2024, the second half seems to be going better. With 1,538 registrations from January to October, the country still posted a decline of 8 %. The German market is generally expanding. Seeing it shrink would be a negative signal for Ferrari. Here too, the last two months will make the difference between a simply "flat" year or a clear downturn.
Japan: the pleasant surprise of 2025
If there's one market that's bringing a wind of optimism, it's Japan. With 1,262 registrations and an increase of +5 %, Ferrari is enjoying one good month after another. September and October were particularly strong, confirming that Japanese customers remain among the most loyal to luxury sports cars.
Italy: ahead of the United Kingdom, and on the rise
In its home market, Ferrari is not weakening. With +2.95 1TP3Q, it reached 699 registrations and overtook the United Kingdom, usually higher in the annual rankings. In a sometimes uncertain Italian economic climate, this stability is good news.
United Kingdom: a market in freefall
The situation is far more complicated in the UK, where the number of registrations fell by a spectacular -28.84 1Q3Q to 597. The end of tax benefits for non-domiciled residents has clearly put a damper on buyers. The consequence is striking: the wealthy continue to buy Ferraris... but no longer in the UK. They're registering elsewhere. Proof that taxation can displace an entire market overnight.
France: steady growth year after year
In France, Ferrari confirms its steady upward trajectory. From 241 registrations in 2023 to 267 in 2024, the brand has now reached 282, up 5.62 1TP3Q. The French market remains modest in volume, but stable, loyal and dynamic.
Australia, Belgium, Netherlands, Spain, Austria: the new indicators
As Ferrari expands its follow-up areas, new markets offer insights:
- Australia: 179 registrations, market stable.
- Belgium: 158 registrations, up sharply by +14.49 1Q3.
- Netherlands: 107 registrations.
- Spain: 89 registrations, up an impressive +32.84 1Q3.
- Austria: 65 registrations, down -24.42 1Q3.
All in all, the eleven countries we tracked registered 7,320 vehicles over ten months. The overall picture shows a network of highly heterogeneous performances:
- ➖ United Kingdom: -28 %the painful fall
- ➖ Germany: -8 %a key market in difficulty
- ➖ United States : -1 %but a reassuring quasi-status quo
- ➕ Japan: +5 %the motor of the moment
- ➕ Italy: +3 %
- ➕ France: +5 %
The good news is that the increases partly offset the decreases. The bad news is that the most dynamic markets are also those with the smallest volumes.
Why will the last two months be so decisive?
Ferrari increases its average shopping basket every year through personalization, special series and the renewal of high value-added models. This strategy protects margins, but does not replace volume in certain key financial indicators. With the U.S. market still tipping slightly into the red, Germany playing for annual neutrality in November and December, and the U.K.'s slump weighing heavily on totals, the 2025 closing will largely depend on year-end sales performance. Ferrari thus finds itself at a pivotal moment: the year could end on a stagnation, or on the contrary, on a slight overall decline, despite pockets of growth such as France, Japan and Spain.
In financial terms, however, Ferrari arrives with very solid results. In Q3 2025, the brand posted sales of around €1.8 billion, with a margin of 28.4 % and industrial free cash flow of €365 million. Such is this performance that management raised its 2025 targets at Capital Markets Day, with revenues now expected to exceed €7.1 billion. With a full order book until 2027, Ferrari looks untouchable on paper. But these flattering figures hinge on flawless execution at the end of the year: against a backdrop of declines in some major markets, the final two months will have to confirm this level of profitability if the promises of Q3 are to be transformed into a genuine victory for the full year.
| Country | Registrations from January to October 2025 | Evolution |
|---|---|---|
| United States | 2763 | -1,18% |
| Japan | 1262 | 5,08% |
| Germany | 1538 | -8,12% |
| Italy | 699 | 2,95% |
| United Kingdom | 597 | -28,84% |
| France | 282 | 5,62% |
| Australia | 179 | |
| Belgium | 158 | 14,49% |
| Netherlands | 107 | |
| Spain | 89 | 32,84% |
| Austria | 65 | -24,42% |
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I like the garage of the typical American Republican😁: a Rav4 for everyday use, an F150 for the weekend and a Puresangue for Sunday and evening👌👍🏾 show-offs. In F we're far from it🤣