Ferrari halts Purosangue bookings: production is sold out for up to two years

The arrival of the Purosangue is one of the most important events the Italian brand has lined up for the coming months. A luxury SUV for those who prefer this body style, which is very popular with other brands. But anyone who wants to enjoy this super-sports crossover will have to wait to get one, if they have not already reserved it.

The fact is that Ferrari has provisionally closed the order book for the model due to its huge success. This is not down to any supply problems or any issue with the Purosangue. Quite the contrary. The model’s great success has meant that the entire production planned for the first two years has already been sold.

But Ferrari is not a mass-market brand, so it is not desirable to have a large number of the model on the market. According to Enrico Galliera, the brand’s marketing director, this decision is consistent with the positioning of Ferrari. Keeping production at a low rate makes the brand more highly valued by buyers. It turns each model into an object of desire that is not within everyone’s reach, even for those with the money to buy it.

Ferrari could increase Purosangue production if it wanted to, but its intention is to keep production below demand, so the new model will for the time being account for 20 % of total output. Given that Ferrari intends to build 15,000 vehicles a year, this means the number of Purosangue units will be between 2,300 and 3,000 per year.

This makes the Purosangue an even rarer model than the Lamborghini Urus, which recorded total sales of 5,021 units in 2021. In this case, it represents the largest sales figure for the luxury brand, as it sold 8,504 units in total. By comparison, the Purosangue will cost roughly twice as much as the Urus.

According to Galliera, orders for Ferrari’s SUV increased when it was announced that it would feature a 6.5-litre naturally aspirated V12 engine. So, for the time being at least, there will be no chance of getting a Purosangue over the next two years unless it has already been ordered.