The Lamborghini Urus finally has a proper direct competitor in the form of the new Purosangue Ferrari. The high-riding four-door, four-seater model from Maranello made its debut yesterday and seems to be already enjoying very good demand from potential customers. So much so that Ferrari could be forced to close the order book immediately.
Automotive News had the opportunity to speak to the automaker’s commercial and marketing manager, Enrico Galliera, who told the publication that Ferrari had received great customer interest for the Purosangue. Estimates have shown that demand is beyond what Ferrari expects and what it can deliver in the short term. “We run the risk of not being able to keep up with demand, and maybe we’ll have to close our intake of orders soon,” Galliera said.
This, of course, is pretty vague. We don’t have exact numbers, though a little math gives a rough estimate. Ferrari wants to protect the exclusivity of its model range and plans to limit the annual production of the Purosangue to no more than 20 percent of its annual output. The Maranello-based supercar manufacturer currently has a production capacity of around 15,000 vehicles, meaning no more than 3,000 SUVs will be assembled each year.
Galliera says Automotive News Ferrari began taking the first pre-orders for the Purosangue in September 2018 when the original announcement for the model was made. When Purosangue was confirmed to get a V12 engine, pre-orders “exploded.” Gallieri also admits that the regular life cycle at the company is around four to five years, meaning the Purosangue will be produced in a timeframe of between 12,000 and 15,000 units.
“We are committed to our clients and, regardless of demand, we will continue to control volume, something that is consistent with our DNA, with our founder’s mission, which is to remain highly exclusive. And the only way to remain exclusive is to control demand and supply, ” added Galliera.
Existing Ferrari customers will have the privilege of getting the new model first. However, interestingly, Purosangue is already generating strong interest from buyers who are new to the brand. However, they had to wait longer to get their hands on their new first Ferrari.