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The competitive advantage that Ferrari hopes to showcase is the scarcity that will accompany the Purosangue model.
Italian luxury sports car manufacturer based in Maranello, Ferrari, has released the ‘Purosangue’, its first-ever 4-door vehicle, modeled as a Sports Utility Vehicle (SUV). The Purosangue, the Italian word for “thoroughbred”, Ferrari’s debut in this new class of cars comes with a very unique taste and style.
The Ferrari Purosangue is branded as a sports car, despite its size and other features. According to the Italian automaker, the car is powered by a 6.5-liter, 715-horsepower V-12 engine. This engine is mounted behind the front axle, rather than over it as with most SUVs and crossovers.
We are delighted to introduce the #FerrariPurosangue, Maranello’s first ever four-door four-seater, sporting a naturally-aspirated V12.
Opening up new frontiers, #Ferrari has created a car that marries signature Prancing Horse performance with the ultimate in luxurious comfort. pic.twitter.com/nZ8JG8q7oo
— Ferrari (@Ferrari) September 13, 2022
Per the location of the Purosangue’s engine, the vehicle will spread its balance across, and while it may not look exactly like a traditional Ferrari brand, it will undoubtedly sound like one. The fact that the Purosangue was created as an SUV-like vehicle does not take away its class, as a high-end vehicle from Ferrari.
In terms of pricing, it will sell as the second most expensive car model in the Ferrari fleet after the SF90 hybrid sports car which costs 440,000 euros. With distribution set to start in Italy, Ferrari said the Purosangue will go for 390,000 euros from next year.
The delivery schedule has been mapped out, with Italian and broader European buyers set to receive their car by the end of the second quarter of next year. By the third quarter, American investors can receive their Purosangue while other parts of the world will only be able to gain access to the high-performance automobile by the end of next year.
Ferrari Purosangue and the Competitive Advantage
The luxury auto brands world has a lot of competition. Ferrari particularly sees intense market competition from the likes of Porsche, Lamborghini, and Maserati, all of whom are also becoming established as 4-door car unit manufacturers.
While Lamborghini boasts of the Urus as its high-performance SUV, Porsche has two of its unique SUV models including the Cayenne and Macan. For Porsche, the SUV unit seems to be a new focus as the two products accounted for about 55% of the German automobile manufacturer’s total production in 2021.
The competitive advantage that Ferrari hopes to showcase is the scarcity that will accompany the Purosangue model. The company wants the cars to account for just 20% of its annual production which corresponds to about 3,000 vehicles per year.
This way, demand will be inherently high, and is bound to help the car remain valuable to users who own one. With more traditional automobile companies including American electric car manufacturer, Tesla Inc (NASDAQ: TSLA) looking to penetrate the European market more aggressively in the coming years with its fast-paced and relatively cheaper cars, Europe-grown luxury brands like Ferrari are evolving their offerings to beat the competitors to their own game.