On several other models, the Italian manufacturer stated that it would bear the costs.
Ferrari announced on Thursday that it would raise the prices of some of its vehicles in the United States by 10% in reaction to President Donald Trump’s tariffs but that the marque would bear the cost.
At first glance, tariffs—which might be 25% for imported cars into the United States—could be a significant issue for Ferrari, as it manufactures all of its vehicles in Maranello, Italy, and the majority of its client base is in the United States. However, the company told investors this week that it is still confident in its finances for 2025, including its earnings targets. According to Bloomberg, Ferrari has stated that it will absorb the expense of tariffs on the SF90, 296, and Roma models. The remaining cars in the marque’s inventory, including the new F80, the Purosangue, and the 12Cilindri, would experience price increases of no more than 10%.
“We are hard-pressed to think of any customer cohort in the US that is better placed than Ferrari’s to absorb higher prices,” wrote Stephen Reitman, an analyst at Bernstein, in a Thursday report on Ferrari’s stock. “Any increase in new prices will be somewhat cushioned by the knowledge that the customer’s other Ferraris in their garage have seen their values rise.”
The Roma is the least costly new Ferrari, starting at roughly $247,300, while the most expensive is the new F80, estimated to cost around $3.1 million. According to Car & Driver, the new 12Cilindri ($470,950), Purosangue SUV ($433,686), and SF90 ($593,950) fall somewhere in the middle.
None of those vehicles would be called inexpensive. Still, approximately half of Ferrari buyers are repeat customers, and they represent a line item in a continuing relationship with one of the world’s top car manufacturers. Or, at the very least, the most potent automobile brand in the world, with a waiting list and a dedication to following Enzo Ferrari’s policy of selling one fewer car than the market requires.
Ferrari has also demonstrated profitability on a quarterly and annual basis. Tariffs and the new all-electric Ferrari are unlikely to change that.
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