Ferrari and the Art of Customer Satisfaction
Instant gratification in the world of Ferrari is quite impossible. Apart from having a thick bank account, customers must arm themselves with patience. It takes months from the time of ordering to the delivery of the car. All production for next year is already sold out, meaning new orders won’t be fulfilled until 2027.
However, Ferrari understands that they must tread carefully to avoid losing impatient buyers. CEO Benedetto Vigna believes that the right waiting time is between 20 and 24 months, as exceeding that might alienate customers, especially first-time buyers.
Despite continuously breaking sales records year after year, Vigna emphasizes the importance of scarcity. He commented in an interview with analysts after releasing initial details about the Elettrica, the brand’s first electric car.
Although this car is one of the 20 new models set to launch in 2030, it doesn’t mean Ferrari’s annual sales volume will skyrocket by the end of the decade.
Rather than flooding the market with high-volume products, Ferrari believes that “it’s better to have more models with limited volumes than a few models with higher volumes.” However, it’s only a matter of time before surpassing the annual sales record of 13,752 units achieved in 2024.
Ferrari has never had such a diverse product lineup, ranging from V-6, V-8, and V-12 engines, plug-in hybrids, and the SUV Purosangue. With the introduction of electric cars, the company can reach a broader market. For the wealthiest customers looking for something beyond the regular product range, the Special Projects program creates custom-made cars like the recently launched SC40.
Although exotic cars are not known for their reliability, over 90% of all Ferraris ever made are still on the road. Many endure thanks to a comprehensive after-sales package. Even electric models with complex powertrains are covered. For example, the Power Hybrid program extends the factory warranty up to 16 years, and if the battery fails, it will be replaced at no extra cost.
