Ferrari is experiencing a significant shift as younger buyers increasingly gravitate toward the iconic Italian brand. CEO Benedetto Vigna revealed that nearly 40% of new Ferrari customers are now under the age of 40, marking a notable rise from just 30% less than two years ago. The company has long been associated primarily with older enthusiasts, but this trend signals a changing landscape for Ferrari’s clientele.
Speaking about this shift, Vigna attributed the success entirely to his team, emphasizing that Ferrari’s appeal has broadened organically rather than through aggressive marketing. While younger buyers often have different expectations than the traditional Ferrari customer, one thing remains constant: the wait. Ferrari remains steadfastly committed to exclusivity, continuing its policy of limiting production to maintain demand.
Despite increasing pressure from customers eager to shorten Ferrari’s notoriously lengthy two-year waiting lists, Vigna made it clear the brand has no intention of accelerating production. He cited examples of both younger and older clients who have requested expedited delivery—only to be gently reminded 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, alongside five other new cars scheduled to debut this year. The electric vehicle marks a significant departure for a brand historically celebrated for 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 may only consider electric vehicles, will embrace this new chapter in Ferrari’s storied history.
As Ferrari charges ahead into electrification, its growing popularity among younger buyers indicates the legendary marque is well-positioned to thrive in the evolving automotive landscape.