Two years ago, on September 13, 2022, Ferrari stunned the automotive industry with the new Purosangue : Maranello's first production four-door—and an "SUV" to boot. Of course, Ferrari doesn't call the Purosangue an SUV, but it's certainly a competitor to the SUV/crossover segment, where other luxury brands already compete. When the Purosangue was introduced, it caused quite a stir.
"Purists" said it was sacrilege, while others saw it as a good opportunity to explore new segments. But what kind of impact has the Purosangue had on Ferrari's sales and image? That's what we wanted to find out. The good news is that Ferrari currently sells more vehicles than ever before.
According to semi-annual results, the brand recorded a new sales record in the first half of this year, with more than 7,000 units shipped. In total, the Italian automaker delivered 7,044 units, up 1.2 percent from January to June of 2023.
Although this is the lowest growth increase for the period over the past ten years (excluding the 2020 COVID year), the volume through June 2024 was nearly double the total shipped ten years ago, which was 3,694 units. The growth is remarkable considering the high price of Ferraris and the many geopolitical tensions affecting some of its markets. The reason for the increase, though, isn't completely due to the Purosangue—registrations for the SUV didn't begin until the end of the third quarter of 2023.
According to data from JATO Dynamics, which covers 52 markets worldwide, .
