Ferrari raises prices up to 10% on select US models to offset import tariffs
Mar 27, 2025
Key Points
- Ferrari raises prices up to 10% on the Purosangue SUV and Dodici Cilindri while absorbing tariff costs on the 296, SF90, and Roma, signaling weak pricing power across its core lineup.
- The split strategy reveals Ferrari fears demand has hit a ceiling on mass-produced models like the SF90, where buyers already face steep depreciation and negative equity positions.
- Ferrari's shift toward higher production volumes has eroded the exclusivity that once justified premium pricing, leaving the luxury brand unable to pass tariffs uniformly across its lineup.
Summary
Ferrari is raising prices up to 10% on the Purosangue SUV and Dodici Cilindri in response to Trump administration import tariffs. The company will absorb tariff costs on three other models: the 296, SF90, and Roma, which will remain at current prices.
The split approach exposes a pricing problem Ferrari created for itself. The company has shifted toward higher production volumes, flooding the market with models that were once exclusive. The SF90, a $600,000–$800,000 car, exemplifies the issue. Buyers who acquired one when supply was tightly controlled now face steep depreciation. Stories of SF90 owners forced to pay money to sell their cars are common.
By absorbing tariff costs on three models while passing them through on two others, Ferrari is admitting it lacks pricing power on its core lineup. The company appears to be shielding its mass-produced models from additional price resistance while using the tariff as cover to raise prices on newer or less desirable models. That calculus suggests Ferrari's internal view is that consumers have already reached their pain threshold on models like the SF90, and further increases would accelerate sales declines.
For luxury goods makers facing tariffs, whether foreign manufacturers or US consumers ultimately pay depends on elasticity. Ferrari's split answer reveals that demand is fractured by model, and the company no longer has the brand leverage to pass costs uniformly across its lineup.