Before he left the company in 2014, Ferrari SpA Chairman Luca di Montezemolo was notorious for telling reporters, “No SUVs while I’m the boss!” Clearly, he’s no longer the boss.
Unveiled on Sept. 13 in Maranello, Italy, the Ferrari Purosangue is a four-seat, four-door crossover with a throaty engine, ample storage space, and a mission to overtake the wildly successful Lamborghini Urus and the sportier versions of the Aston Martin DBX. The allure of tapping the automotive segment with the largest margins and proven potential to double sales—that is, SUVs—has finally become too strong for the bean counters at Ferrari to ignore.
The Purosangue isn’t the first prancing pony to fit four; Ferrari introduced the 2+2 formation with the stylish 250 GT/E in the early 1960s. The 330 GT, the 365 GT, and the 365 GTC/4 2+2s soon followed, all the way through the quirky GTC4Lusso in the 2010s.
This story is from the September 26, 2022 edition of Bloomberg Businessweek US.
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This story is from the September 26, 2022 edition of Bloomberg Businessweek US.
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