Ferrari plans to keep its very first Purosangue crossover from overburdening its traditional model lineup. Unlike rivals such as Lamborghini and Porsche, which saw a surge in sales after introducing their own crossovers, the Italian marque intends a measured approach. This stance comes from Automotive News Europe, which examined the company’s strategy and expectations for the new model.
“Across the board, Purosangue is projected to represent no more than about 20 percent of Ferrari’s total sales,” explained Enrico Galliera, Ferrari’s marketing director. He emphasized that the brand aims to balance innovation with the legacy vehicles that have defined Ferrari’s identity for decades. The statement reflects a deliberate plan to grow without sacrificing core product lines or the brand’s renowned performance heritage.
Despite this cautious forecast, Ferrari’s leadership views the rising demand for crossovers as a notable opportunity—one that could broaden the company’s appeal while preserving its exclusive image. The Purosangue is intended to mark a new chapter without chasing volume growth at any cost, and executives see the model as a controlled experiment in extending Ferrari’s reach into a segment traditionally dominated by SUVs.
The Purosangue, Ferrari’s inaugural crossover, is scheduled for an official reveal in September, with sales anticipated to commence early in the following year. Early information confirms the car will retain a traditional V12 engine, a hallmark of the marque’s performance ethos. Executives also indicated a resolve not to emulate every move of Porsche and Lamborghini, whose crossovers Cayenne, Macan, and Urus have significantly altered market shares. By 2021, Porsche’s Cayenne and Macan combined accounted for a majority of its sales, while Lamborghini’s Urus claimed a substantial portion of the company’s volume by year end.
CEO Benedetto Vigna reiterated a measured growth philosophy: the goal is not to triple volumes or chase a mass-market strategy, but to integrate a high-performance SUV into Ferrari’s lineup without diluting the brand’s exclusivity and driving dynamics. The strategy reflects a broader principle: Ferrari will grow, but on terms that preserve the distinctive