Why are orders for Ferrari, other luxury cars at record high

Luxury carmakers are experiencing an unprecedented surge in sales as the global economy rebounds from the coronavirus pandemic. Companies such as Lamborghini, Ferrari, and Rolls-Royce are seeing their order books overflow with demand from affluent clientele.

Similar to the trend among average earners worldwide, even the wealthiest individuals scaled back on consumption during 2020. Market research firm Jato Dynamics reports “double-digit” declines in sales for manufacturers of the most sought-after luxury cars during that period, reflecting this global phenomenon.

It seems like the quote is highlighting how the financial impact of the crisis affected different segments of the automotive market differently. Wealthy customers, while certainly impacted, didn’t face the same level of financial strain as others. Instead, their concerns were more about safety and restrictions, leading them to postpone purchases rather than being unable to afford them. This behavior is contrasted with mass-market manufacturers who experienced a more significant blow during the pandemic. The mention of “platinum credit cards” suggests that affluent consumers were still able to make purchases, aiding in the rebound of exclusive car sales. ferrari

The figures presented here offer a glimpse into how different luxury car manufacturers fared amid the pandemic. Despite challenges, Lamborghini, particularly driven by the success of its Urus SUV, managed to surpass its 2019 sales record. In contrast, Ferrari faced a decline in sales, likely due to production disruptions caused by factory closures.

However, the narrative takes a positive turn with Ferrari’s bosses reporting an “order book at record levels.” This resurgence is attributed to new models like the SF90 Stradale, Ferrari’s first plug-in hybrid, and the Monza, a windscreen-free two-seater. These high-end offerings, with price tags reaching as high as 1.7 million euros, seem to be fueling demand and driving optimism for Ferrari’s future despite recent setbacks.

Ferrari’s aspirations to surpass the 10,000-unit mark next year are tied to the anticipated release of their SUV, the “Purosangue.” This move marks Ferrari’s entry into the lucrative SUV segment, which has proven to be a significant source of revenue for luxury car manufacturers. With this addition to their lineup, Ferrari aims to attract new customers and further solidify its position in the luxury automotive market.

Regarding the quote from Deloitte’s car industry analyst Guillaume Crunelle, it underscores the unique dynamics of the luxury market. Despite challenges and changes in consumer behavior, luxury brands like Ferrari continue to operate within a distinct set of rules and cater to a discerning clientele. This clientele seeks more than just a vehicle; they seek a lifestyle and an experience that embodies luxury and exclusivity.

The quote highlights a shift in consumer behavior within the luxury car market, emphasizing that individual circumstances and personal wealth play a more significant role in purchasing decisions than broader market trends. Rolls-Royce CEO Torsten Muller-Otvos notes that despite a year marked by reduced consumption, there’s still considerable disposable income available for luxury spending.

However, he also acknowledges the impact of the pandemic on consumer mentality. Many affluent individuals have reevaluated their priorities in the wake of Covid-19, realizing the fragility of life and embracing a philosophy of living in the present. This sentiment is reflected in their purchasing behavior, as they seek to indulge and enjoy life to the fullest.

Rolls-Royce’s recent launch of the “Boat Tail,” a yacht-inspired model of which only three units have been produced, epitomizes this ethos of luxury and exclusivity. Muller-Otvos describes the new car as even more refined than its predecessor, the Sweptail, which carried a hefty price tag of around $13 million.

The passage underscores the prevailing trends within the luxury car market, where even the most exclusive manufacturers are influenced by broader industry shifts. Deloitte’s Guillaume Crunelle highlights the widespread adoption of SUVs and the growing emphasis on environmental concerns, including the shift toward electrification.

Jato Dynamics’ analysis further illustrates this trend, revealing that sports cars accounted for only a small fraction of luxury vehicle sales in the previous year, while SUVs gained dominance in the market, surpassing coupes for the first time.

Despite initial challenges posed by the virus outbreak, Bentley and McLaren, two renowned British luxury carmakers, were able to adapt. Bentley, in particular, achieved record sales of 11,000 units, largely driven by the success of its Bentayga SUV, priced at around 200,000 euros.

Similarly, Rolls-Royce experienced a surge in sales, recording its best-ever quarter in early 2021. This success was attributed to strong demand for models such as the New Ghost coupe and the Cullinan SUV, which boasts a weight of 2.6 tonnes and a price tag of around 350,000 euros, making it the most expensive SUV on the market.

The narrative highlights the resilience and adaptability of luxury car manufacturers in navigating challenging times. Aston Martin, known for its association with James Bond, managed to rebound from financial difficulties with the introduction of its DBX SUV.

Looking forward, Rolls-Royce’s Muller-Otvos expresses confidence in the brand’s production, noting that the current year’s production is already fully booked. While Europe and North America remain strong markets for luxury vehicles, the real growth potential lies in China.

According to industry analysts like Crunelle, China stands out as the top region for wealth accumulation, with cars serving as a significant status symbol. As the number of affluent individuals in China continues to rise, driven by the growing number of millionaires and billionaires, the trend of luxury car sales in the region is expected to persist and expand.