Ferrari Knows Buyers 'Get a Little Bit Annoyed' by Long Wait Times

Instant gratification in the Ferrari world is impossible. Beyond having a fat bank account, customers must arm themselves with patience. It takes many months from the moment an order is placed to the day the car is delivered. The entire production run for next year is already sold out, meaning new orders won’t be fulfilled until sometime in 2027.

Still, Ferrari knows it must tread carefully to avoid losing impatient buyers. CEO Benedetto Vigna believes the sweet spot is between 20 and 24 months, as anything longer risks alienating customers, especially first-time customers:

'So, when it comes to the right length of waiting list, from all our analysis we believe that the right length must be between 20 and 23, 24 months. Because if it is too long, especially new clients can get a little bit annoyed. But 20, 24 months is the right time length.'

Although Ferrari keeps breaking sales records year after year, Vigna emphasizes that “scarcity is important.” He commented during an interview with analysts following the release of initial details about the Elettrica, the brand’s first EV. It’s one of 20 new models due by 2030, but that doesn’t mean Ferrari’s annual sales volumes will skyrocket by the end of the decade.

Rather than flooding the market with high-volume products, Ferrari believes it’s “better to have more models with limited volume than a few models with higher volume.” Even so, it’s only a matter of time before the annual sales record of 13,752 units achieved in 2024 is surpassed.

Ferrari has never had such a diverse lineup, spanning V-6, V-8, and V-12 engines, plug-in hybrids, and the Purosangue SUV. With an electric car on the way, the company can cast a wider net. For its wealthiest customers seeking something beyond the regular lineup, the Special Projects program builds one-offs such as the recently unveiled SC40.

While exotic cars aren’t known for their reliability, over 90 percent of all Ferraris ever made are still on the road. Many have endured thanks to comprehensive after-sales packages. Even the electrified models with their complex powertrains are covered. For instance, the Power Hybrid program extends the factory warranty to 16 years, and if the battery fails, it’s replaced at no extra cost.