The growing interest of young customers
The president of Ferrari Benedetto Vigna emphasized during the Converge Live conference in Singapore that Such a high share of young buyers is a great success of the company. He pointed out that this was the result of the work of the team and the brand’s strategy, which skillfully combines exclusivity with a modern approach to the automotive industry.
Ferrari has been taking care of a unique image for years, controlling production and maintaining a prestigious aura around his models. As many as 75% of cars go to existing customers, which proves their loyalty to the brand. The principle of the founder of the company (Enzo Ferrari) is still in force, who used to say that the brand would always provide “one car less than the market expected.”
Long waiting for new models
One of the elements of the Ferrari strategy is the long waiting time for a new car – it exceeds two years. Vigna cited anecdotes about clients trying to bypass this process. A 78-year-old argued that he could not wait so long, but he heard from the president that it was an additional motivation for him. In turn, the 37-year-old buyer expressed his concern whether he would buy Ferrari before the age of 40. Vigna reassured him that he would receive a vehicle aged 39.
Electric debut Ferrari
The next step in the brand’s development is the premiere of the first fully electric Ferrari, scheduled for October 9. The new model, which will be produced in Italy, is one of the six premieres planned by the company for this year – writes CNBC.
Ferrari does not intend to give up internal combustion and hybrid engines, but opens to new technologies. Vigna noticed that although some customers will never buy an electric model, others are interested only in such a solution. This is evidence of market evolution and the growing importance of electrification in the luxury cars segment.
Ferrari remains faithful to his tradition of exclusivity, while introducing innovations that attract younger clients.
