Ferrari leans on Purosangue
Analysts say Ferrari’s Purosangue continues to prop up brand value and residuals, helping Ferrari’s luxury resilience case in 2026 (markets.financialcontent.com). After customer feedback, Ferrari is even bringing back physical buttons for core functions on the Purosangue and 12Cilindri — a small but noticeable pushback against fully digital cockpits (autoevolution.com).
JPMorgan-backed bullish commentary in a March 30, 2026 note cites Ferrari’s “value over volume” policy and specifically points to capped Purosangue output as a central factor supporting above‑average residuals and brand scarcity. (markets.financialcontent.com) Current market listings show Purosangue asking prices commonly between roughly $500,000 and $600,000, with multiple certified pre‑owned units advertised near $598,000—figures that underline unusually strong used‑market retention versus typical luxury SUVs. (classic.com) Ferrari has rolled out a dealer‑installed steering‑wheel retrofit that replaces the touch‑sensitive, haptic controls with mechanical buttons for Purosangue and 12Cilindri owners, a swap first publicized via dealer posts and picked up by Motor1 in mid‑March 2026. (motor1.com) Company product leads including Gianmaria Fulgenzi and commercial chief Enrico Galliera publicly acknowledged owner frustration with accidental activations and weak tactile feedback, framing the retrofit as a response to sustained customer complaints. (enginepatrol.com) Technical details reported by outlets say the work replaces only the central insert of the wheel—retaining the Manettino and main structural rim—and that the retrofit is compatible with models including the 296, SF90, Roma, 12Cilindri and Purosangue, with installations performed at authorized Ferrari dealers. (topgear.com) Analysts link the Purosangue’s market strength to Ferrari’s 2025 performance—record margins and a backlog that the company and market briefs say extends into 2028—factors cited alongside the firm’s plan for a late‑2026 first full EV when assessing Ferrari’s resilience. (cdn.ferrari.com)
