Ferrari is attracting a younger generation of drivers, with 40% of its new customers now under the age of 40. This marks a notable jump from just 30% only 18 months ago, according to CEO Benedetto Vigna.
The shift signals a changing landscape for the luxury automaker, long known for appealing to older, affluent collectors. Today’s younger buyers are more willing to endure long wait times, with some models taking years to arrive. Yet demand remains strong, driven by the allure of exclusivity and prestige.
“Young people are dreaming about Ferrari and are patient to get their car,” Vigna told CNBC. “That’s a big achievement.” The brand’s waitlist continues to stretch, even for customers well into their 70s, reflecting Ferrari’s enduring appeal across generations.
Ferrari’s first electric vehicle arrives in October
Alongside its demographic shift, Ferrari is gearing up to unveil its first all-electric car this October. Though details remain under wraps, industry insiders speculate it could be inspired by the $400,000 Purosangue SUV.
The EV marks a bold step for the Italian marque, which has traditionally been powered by high-performance combustion engines. While some purists may resist the move, Vigna says the transition is vital. “Some customers will only buy an electric Ferrari,” he noted, underscoring the brand’s evolving strategy.
The electric model is expected to broaden Ferrari’s global appeal, particularly among environmentally conscious and tech-savvy buyers. It also positions the automaker to compete in a rapidly shifting automotive industry, where EV adoption is accelerating worldwide.
Despite the potential pushback, Ferrari remains confident. With a strong order book and a loyal customer base, the company is betting that performance, heritage, and innovation can coexist—even without the roar of a traditional engine.
Read more on Ferrari’s first electric car set to debut at over half a million dollars
