In the land down under, where the Holden Commodore and Toyota Corolla once reigned supreme, a seismic shift in automotive tastes has taken root. The Australian landscape is now dotted with Ford Rangers and Toyota RAV4s, signalling a departure from the sedans and hatchbacks that were once the hallmark of the Australian car culture. But the winds of change are blowing even stronger, and they carry with them a surprising development from the storied garages of Maranello, Italy.
Ferrari, the quintessential emblem of automotive excellence and exclusivity, has made a move that would have once seemed unthinkable. The company, long celebrated for its sleek sports cars and racing pedigree, has succumbed to the siren call of the SUV market. This decision has left many purists aghast, as they mourn the loss of an era when Ferrari’s commitment to sports car purity was unwavering.
The Purosangue, which translates to ‘thoroughbred,’ is Ferrari’s controversial answer to the SUV craze. Unveiled in September 2022, it boasts four seats, a spacious boot for shopping, a lofty driving position, and yes, even cupholders. This is a far cry from the Ferrari of yesteryear, which Enzo Ferrari himself would have staunchly defended against the mere notion of such a vehicle.
The shift is not unique to Ferrari. Other luxury marques have also embraced the SUV trend, with Lamborghini producing the Urus, Aston Martin the DBX, Bentley the Bentayga, and Porsche expanding its lineup with the Macan and Cayenne. These vehicles, while perhaps lacking the aesthetic distinctiveness of their sports car siblings, have become lucrative assets for their manufacturers.
The trend extends beyond luxury brands, with giants like General Motors cashing in on the profitability of full-size SUVs. It’s a global phenomenon that has now firmly taken root in Australia, where the appetite for larger vehicles seems insatiable.
The Ferrari Purosangue, with its eye-watering price tag of around $800,000 in Australia, is already sold out, despite the hefty cost and long lists of optional extras that can push the drive-away price to around a million dollars. Ferrari’s profits have soared, with a 21% increase to nearly €500 million in 2024, thanks in part to the Purosangue’s success.
This trend towards larger vehicles is not without its drawbacks. The increasing size of cars on the road has implications for road space, traffic congestion, and safety. Yet, despite these concerns, the demand for bigger cars persists.
Historically, vehicle size has fluctuated in response to economic pressures, such as the oil price shocks of the 1970s, which saw a downsizing trend. However, recent oil price volatility has not led to smaller cars but rather a pivot towards electric vehicles. While electric cars offer improved aerodynamics and reduced exhaust emissions, they are not necessarily smaller or lighter, and they come with their own set of environmental and safety considerations.
Ferrari is adapting to this electric future as well, with half of its models already featuring hybrid technology. The Purosangue, despite its traditional V12 engine and poor fuel economy, is a bridge to Ferrari’s electric ambitions. In 2025, the marque plans to introduce the Elettrica, its first fully electric car, which will undoubtedly be scrutinised for its size and impact.
What are your thoughts on Ferrari’s move into the SUV market? Do you believe the trend towards larger vehicles will continue to grow, or are there other factors that might steer the industry in a different direction? We’d love to hear your opinion! Share your thoughts in the comments below and join the conversation.
Also read: Australians’ cars are typically larger, heavier and less efficient than in Europe – here’s why
