Luxury car manufacturer Ferrari has announced a price increase of 10% on select models, responding to new tariffs imposed by the United States. This price adjustment, effective from April 1st, could add up to $50,000 to the cost of owning a brand-new Ferrari, impacting prospective buyers in the US market.
The Italian automaker, headquartered in Maranello, stated that the price changes are a direct consequence of the recently introduced US auto tariffs. However, Ferrari clarified that vehicles imported before April 2nd will remain at their original prices. Certain models, including the Ferrari 296, SF90, and Roma, will maintain their current pricing structure. According to a company release, these “commercial terms” will remain unchanged for these specific model families.
Image: Ferrari factory in Maranello Italy, showcasing the production site where Ferrari cars are manufactured.
However, the price hike will affect some of Ferrari’s most sought-after vehicles. Popular models such as the Purosangue SUV, the 12Cilindri, and the F80 are among those slated to experience the 10% price increase. For the Purosangue, which has a starting price of approximately $430,000, this increase translates to roughly $43,000. The impact is even more significant for limited-edition models like the F80. With a base price exceeding $3.5 million, the 10% tariff will inflate its price tag by over $350,000. This substantial increase highlights the significant impact of the tariffs on the higher end of the Ferrari Price spectrum.
These price adjustments come in response to tariffs announced by then President Donald Trump, who imposed a 25% tariff on automobiles not manufactured within the United States. Ferrari, which produces all its vehicles at its Maranello factory in Italy, falls directly under these new tariff regulations.
Despite the price increase, the potential impact on Ferrari sales remains uncertain. The brand currently faces a waiting list exceeding a year for many of its models, suggesting strong demand that might absorb the price hike. Ferrari’s clientele, typically high-net-worth individuals, may be less sensitive to these price fluctuations.
Ferrari has reaffirmed its financial projections for 2025, while acknowledging a potential “risk of 50 basis points on profitability percentage margins” due to these tariffs. In a recent interview, Ferrari CEO Benedetto Vigna emphasized the company’s consideration for its customers, stating, “When we look at the client, we consider that these people to buy a Ferrari, they have to work… We have to respect them. Because for us, the most important thing is the client. So we need to make sure that we treat them in the right way.” This statement suggests Ferrari’s attempt to balance the impact of tariffs with customer relations.
Image: A professional headshot of Benedetto Vigna, CEO of Ferrari, emphasizing the leadership perspective on Ferrari pricing strategy.
Market reaction to the news saw Ferrari shares experiencing a slight increase. In contrast, shares of major US automakers experienced a downward trend, reflecting broader market concerns related to the tariffs and their impact on the automotive industry. This divergence highlights the unique market position of luxury brands like Ferrari, which may be less susceptible to the same market pressures as mass-market manufacturers when it comes to price sensitivity and tariff impacts.
