- 40% of new Ferrari buyers are now under 40 years old.
- Entry-level Ferrari Roma starts at $250,000 USD, with limited availability.
- Strict production cap of Ferrari maintains the brand’s exclusivity.
For a long time, the unwritten rule of the supercar world was simple: Ferraris were for the older, established buyers who spent years building their empires. But that rulebook is now getting changed because the new generation of young buyers are reshaping the luxury automotive landscape despite the price barriers and the extremely selective buying process.
This shift is no accident. Ferrari CEO Benedetto Vigna recently said that 40% of the brand’s new buyers are under 40, which is a big jump from 30% just 18 months ago. He sees it as an “achievement” even if traditionalists are seeing it as unorthodox. Either way, it’s clear that Ferrari is no longer just a legacy flex for the people from old money and signals a larger change in the luxury car market, where old brands are finding relevance among younger people.
Beyond Traditional Boundaries
So, what exactly is causing the appeal of Ferrari to grow among younger buyers? Ferrari pays attention to what the customer wants and has combined heritage with modern allure. The “Ferrari Personalisation” program allows owners to tailor their cars with colors, materials, and racing-inspired details and this has attracted younger buyers who want their possessions to show individuality.
The brand’s commitment to modern technology, including its upcoming fully electric model, has positioned Ferrari as a forward-thinking brand, simultaneously making it popular among environmentally conscious young enthusiasts.
But let’s be clear: just walking into a dealership with a briefcase of cash won’t get you a Ferrari. The entry-level Roma may start at $250,000 USD, but exclusivity isn’t just about the price but also about access. Ferrari maintains a famously opaque selection process which makes sure that even the wealthiest applicants aren’t easily given the keys to the Prancing Horse stable.
Exclusive By Design
Scarcity is Ferrari’s secret weapon. With only just over 13,600 cars delivered last year, Ferrari intentionally keeps production numbers well below demand. This results in a two-year waitlist that makes the car an elite status symbol rather than just another purchase. This carefully maintained exclusivity, along with the rise in younger buyers, has created an unexpected dynamic in the luxury car market.
Ferrari’s heritage and motorsport DNA continue to attract traditionalists but the brand’s strategic innovations are also bringing in a new wave of enthusiasts who see Ferrari not just as a machine, but as an exclusive privilege and a sign of having “made it” — no matter how young you are.
