Buying a Ferrari takes money. Lots of money. Typically, people with lots of money have worked many decades to acquire such funds, which puts them in a higher age group. That’s true of most high-end brands. But more recently, Ferrari has seen a shift in the age of its buyers—and the numbers are skewing downward.
In an interview with CNBC, Ferrari CEO Benedetto Vigna said that “40 percent of [Ferrari’s] new clients are below 40 years.” That’s a jump of 10 percent from 2023 when Ferrari buyers under 40 made up just 30 percent of the Italian supercar maker’s clientele.
“I don’t know for other brands,” Vigna continues, “but for us, it is an achievement that is thanks to our team.”
Those figures are surprising given the brand’s history of exclusivity. In 2024 alone, approximately 81 percent of new Ferraris sold went to existing customers, according to Fortune. And 48 percent of those buyers already owned more than one Ferrari. So even with the median age decreasing, not many new buyers are getting in the door.
Ferrari sold 13,752 cars total in 2024, with 3,527 of them making their way to the US—the brand’s largest market. Germany and Japan were Ferrari’s second and third-largest markets, with just 1,827 and 1,445 units sold respectively.
The arrival of the Purosangue SUV—er, “Ferrari Utility Vehicle”—undoubtedly helped move the needle. Between January and August of 2024, the Purosangue was the brand’s second-best seller with 1,489 units delivered. The Roma was just a shade better with 1,870 units delivered.
For 2025, the brand hopes to capitalize even more on that success with new models like the 12Cilindri and F80, both making their way to dealerships. But if you want either of those cars, you’ll have to wait. Ferrari is already sold through 2026, which means you won’t be able to get your hands on a new Prancing Horse until at least early 2027.
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