How to buy a new Ferrari: A beginner’s guide
Ferrari doesn’t sell cars to anyone who walks through its dealers’ doors, no matter how wealthy or determined that individual might be. Behind the scenes, there’s a complicated system at play that determines who gets access to which cars.
Ferrari is certainly an interesting car manufacturer. One could even say that the Maranello-based company is more than a mere car manufacturer. The iconic Italian brand has managed to retain its mystique, even in today’s ruthless, number-driven world.
Of course, there is the F1 team, which seems to be the company’s primary marketing tool, seeing as it doesn’t spend money on traditional advertising. It also has a notably lucrative merchandising division.
Furthermore, the company’s share price has risen from $52 since the IPO listing in 2015 to over $400 today. It is a massively successful company in many respects, and the most profitable car company in the world. No wonder, then, that the rich and famous continue to queue for its marvellous machines…
You want to buy a new Ferrari, but…
Most would assume that anyone with enough money could walk into a Ferrari dealer and, if not buy one on the spot, at least order one or more of its latest car(s). But you’d be wrong – a successful new Ferrari purchase depends on many factors. We did some digging to gain a better understanding of the process.
The first factor is which new Ferrari you want to buy. Ferrari HQ allocates cars to respective buyers, not dealers. It also seems Ferrari doesn’t necessarily communicate the methodology it uses to select which buyer will be offered which cars. However, some elements of the process have become clear over time.
Consider, for example, the Purosangue super SUV… You might be able to buy one, but you won’t be able to order a new one with your exact desired specific specification level, as the order book is already full. However, if another client has cancelled their order, you may get a chance to buy the unit they specced.
If you want to buy a Ferrari 812 Competizione or Aperta, there is a fairly long list of boxes that must get ticked next to your name on Ferrari’s system to qualify to purchase one. Here’s where it gets tricky…
Ferrari has a 3-tier ranking system for its customers (prospective and existing ones) – the first is “important”, the second is called “VIP” and their most important clients are called “top”. This plays a big role when ordering a limited-edition car, or when such a car is offered to respective clients.
It all boils down to the number of Ferraris, as well as which specific models, you own. These cars are logged under a virtual garage on Ferrari’s system, on which the brand can track which cars the potential buyer has on order from the factory and which cars they’ve sold. Ferrari isn’t keen on clients who sell their cars – or, to be exact, buy them and sell them soon thereafter – it wants to discourage “flipping.”
Ultimately, the system gives Ferrari a good sense of who is truly a collector and who is not.
How does it work in practice? If, for example, you already have two or three V12-engined Ferraris, you might stand a better chance of being offered the latest V12 limited-edition car than, say, a customer who owns three or more V8-engined Ferrari models. That is not all though, it will also depend on how long you’ve had those cars, how many you have had in the past and how many you’ve sold. The more Ferraris you keep, the better client you will appear to be in the eyes of the powers that be at Maranello.
You don’t necessarily score points when you buy pre-owned Ferraris from an official dealer. In fact, it doesn’t matter much to the brand from whom you bought your pre-owned Prancing Horse. As long as you have it, it can be logged on Ferrari’s system next to your name. To an extent, that places the focus on the car, but at the same time, it gives the brand a better understanding of who the real collectors are.
It may come down to which Ferrari/s you already own
If you hope to acquire a high-end model, such as the upcoming successor to the LaFerrari, you need to “anticipate the future”. It seems the LaFerrari replacement will be unveiled or made available to clients from 2025 and rumours suggest that only current LaFerrari owners will be eligible to buy the new one.
Clearly, that will present somewhat of a problem for owners who may have several Ferrari models in their collection and who would like to buy the new hypercar, but don’t own a LaFerrari at present. Their only option would be to purchase a pre-owned LaFerrari before the order book opens for its replacement!
That was also the case with the spectacular Ferrari Daytona SP3 model. You either had to have an SP1 or SP2 in the garage to be eligible to purchase the SP3. If you sold your SP1 or SP2, however, you would likely be down-scored by the factory and you may not be offered any limited-edition models again.
It does, however, seem like the repercussions could be limited by selling the car through an official dealer, but you may still be marked down as the sale affects the factory’s view of you as a collector.
It’s simpler to buy a new series-production Ferrari
As for series-production Ferrari models, you can walk in and order them, as long as the factory’s order book is still open. Ten months before the Purosangue arrived in SA, its production cycle was sold out!
Cleverly, Ferrari will only put a car into production if there is a customer at the other end who has ordered it. The 296 GTB‘s order book closed last year – so you can no longer order a new one from the factory.
If you want to buy a new Ferrari 12Cilindri Coupe or Spider – the pair was recently unveiled – the model’s order book will officially open next week (late May 2024) and any buyer with the means to acquire one will be able to submit their order. The order book will stay open until the number of units earmarked for production is fully allocated. In general, this can take anything from 6 months to about a year and a half.
The waiting period for a 12Cilindri will be anywhere between 18 and 24 months. The first production units tend to be reserved for VIP clients, but those who put down their orders early will be next in the queue!
Buying a new Ferrari requires relationship-building
Some enthusiasts are unhappy that Ferrari has steadily increased its production volume through the years. Nonetheless, Ferrari remains very dedicated in its approach as to who buys its cars and is doing the utmost to ensure that its cars end up in the garages of collectors and owners who will cherish them.
It’s simpler to buy a series-production Ferrari (provided its order book is still open) and, if you want a low-volume “collectable” model you’ll need to own one or more of a particular Prancing Horse already. However, these ifs and buts the factory put in place are for new cars. You will always be able to buy pre-owned Ferraris… but sometimes you will have to pay a premium, as their prices creep up constantly!
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