It recently came out that Ferrari, noted manufacturer of sports cars that are so fast they can’t be controlled by the people who buy them, is going to make an SUV. The world instantly went up in arms at this assertion, and I had dozens of people tell me that Ferrari is “selling out.” These people are, of course, wrong.
Here’s the basic gist of what happened. A few weeks ago, Ferrari announced that they were developing an SUV, it’s going to come out in 2022 and it’s being developed under the code name “Purosangue,” which means “pure blood,” or, more accurately perhaps, “thoroughbred.” No pictures or sketches were shown, but I think we all get the idea, based on what we’ve seen from Lamborghini, Maserati, Alfa Romeo, Bentley, Rolls-Royce and other non-SUV brands that have recently taken on an SUV.
Many people immediately sent me links to articles about this, and they told me they couldn’t believe Ferrari was “selling out” or giving in to the “stupid” SUV craze. I think this is ridiculous.
If you haven’t been paying attention, SUVs are now the dominant force in the car industry. Ford claims to be phasing out all of its non-SUV models, and many other brands aren’t far behind — and cancellation of non-SUV cars is almost a daily occurrence: Subaru killed the Legacy wagon. BMW killed the 6 Series Coupe. Honda says the Accord isn’t selling like they thought it would. Acura combined the TL and TSX into one vehicle, the TLX. I could go on and on and on with one of these stories for basically every automaker selling cars today. Cars simply aren’t selling.
But SUVs are, and this is why Ferrari isn’t selling out. It’d be one thing if Ferrari was creating an SUV as a blatant cash grab, trying to expand ruthlessly in a market that doesn’t necessarily need an SUV. But this is no cash grab: It’s been shown, repeatedly, that SUVs are not just profitable, but they’re what buyers actually want.
Indeed, Ferrari is not cynically creating an SUV solely to gain more money: Ferrari is creating an SUV because their customers — you know, the people who actually buy their products — want one. This isn’t “selling out.” This is how businesses operate. If, tomorrow, a craze began where everyone wanted pink cell phones, and all the cell phone manufacturers made pink cell phones, but Apple held out until finally, eventually, relenting and producing a pink iPhone, would Apple be selling out? Of course not. They’re catering to demand. That’s how this works.
And so that’s exactly what Ferrari is doing, and I appreciate them for it: Businesses exist based on market demand, and this is what the market demands. I can’t wait to see the Ferrari SUV. I just hope it isn’t a 2-door.