Ferrari "will no longer be predictable" and will focus its efforts on entering new segments

Ferrari wants to create new models that belong to other segments and not focus on high-performance supercars. Its SF90 Stradale and its Purosangue could be the start.

The Italian manufacturer is diversifying its range to attract a much broader audience while at the same time maintaining the exclusivity of the Cavallino Rampante. Ferrari says that the Ferrari SF90 is the most powerful, most advanced and fastest road car ever produced, but it will expand its product line through diversification, according to Enrico Galliera, the company’s chief marketing and sales officer.

Ferrari “will no longer be predictable,” as Galliera has assured. Rather than focusing on replacements and traditional variants of existing models, Galliera expects to transform Ferrari by introducing new segments into the range, and he is not only talking about its future SUV, the Ferrari Purosangue, planned for 2022.

“What we are trying to do is be less predictable. We are currently working to redesign our future products.” “For example, the recently revealed Ferrari SF90 Stradale is not a car that was previously in our product range. It is a completely new car, new technology, a new segment. It is what we are calling a ‘range supercar’. It is not a Ferrari LaFerrari. But it has supercar performance, and it is available to a wider range of customers.”

https://www.youtube.com/watch?v=MvVXL-vBQs0&t=2s

Ferrari will create models for new segments

The Chief Commercial and Marketing Officer of the Cavallino Rampante has confirmed that there will be five new models this year. We have already seen the Ferrari F8 Tributo and the Ferrari SF90 Stradale, while the remaining three are unknown. One is expected to be a convertible variant of the Ferrari 812 Superfast, and Galliera has hinted that at least one would be in a “new segment” for Ferrari.

Galliera has stated that “there are five launches in 2019. We are creating new segments so that Ferrari attracts different customer profiles. There are a few customers who are looking for something different. For example, the Ferrari Portofino is not necessarily a peak Ferrari, but it is more elegant and more comfortable. There were many people who wanted a Ferrari, but were scared off by a high-performance car. We have a saying: Ferrari different for different Ferraristas.”

By expanding its model range, Galliera believes the brand can maintain its exclusivity while continuing to grow. “This is our strategy for the future. We are not selling more of the same product. We are growing without pushing a single model.” “We will see growth through new segments. And we expect to grow more in the top-end models. For example, the Ferrari SF90, which is priced 25% higher than the rest of the range,” he pointed out.

It should be noted that during the past year, Ferrari managed to sell 9,251 units, a figure that is expected to grow this year. The introduction of its SUV in 2022 is scheduled to drive volume up to 15,000 units.