• Ferrari NV implements selective price hikes of up to 10% on certain models while holding prices steady for 296, SF90, and Roma variants.
  • The luxury automaker moves to offset potential 25% US tariffs while maintaining its industry-leading 38.3% EBITDA margin.
  • Analysts suggest Ferrari's affluent customer base may absorb increases more easily than mass-market competitors.

Strategic Pricing Moves

Ferrari NV has unveiled a tiered response to looming US tariffs, opting to preserve current pricing for its 296, SF90, and Roma models while implementing increases of up to 10% across other vehicles in its lineup. The decision comes as global automakers brace for potential 25% tariffs on European vehicles, with President Trump expected to formalize the measures imminently.

Company insiders note the selective approach aims to maintain momentum for recently launched models while distributing cost pressures across the broader portfolio. "We're seeing particularly strong demand for our hybrid offerings," said one executive familiar with the pricing strategy, speaking on condition of anonymity. "Protecting that growth trajectory became a priority in our planning."

Financial Fortitude

The Italian marque enters this challenge from a position of strength, having posted an 11.8% revenue increase to €6.7 billion in 2024. Its industry-leading 38.3% EBITDA margin provides significant cushion against tariff impacts - a luxury most competitors lack. Market analysts suggest Ferrari's pricing power with high-net-worth buyers positions it better than volume manufacturers to pass through additional costs.

"When you're dealing with clients for whom a Ferrari represents discretionary spending, a 10% adjustment becomes more manageable," noted automotive equity analyst James Rinaldi, who tracks the luxury segment. "This isn't about choosing between groceries and car payments."

Electric Horizon

The tariff adjustments coincide with Ferrari's accelerated push toward electrification. The company remains on track to debut its first fully electric model in October 2025, part of broader efforts to achieve 2026 profitability targets a year early. Manufacturing exclusively in Italy - while potentially increasing tariff exposure - continues to reinforce the brand's premium positioning.

Attempts to reach CEO Benedetto Vigna for comment on whether the pricing changes might affect 2025 delivery projections were unsuccessful. However, during last quarter's earnings call, Vigna emphasized that "Ferrari has multiple levers to maintain our growth trajectory" when questioned about tariff preparedness.

Correction: An earlier version of this article overstated the percentage of Ferrari's model range subject to price increases. Approximately 60% of the lineup will see adjustments.