As someone that has been associated with the marque for a long time, do you think a time will ever come where modern Ferrari buyers will see they are getting bent over over big time and give up buying them? Or are the typical buyers not conscious of the cost and/or just keen to fulfill the image side of having a modern Ferrari no matter the cost?
I suppose it would come down to available substitutes that tickets all the same boxes. Obviously a big advantage Ferrari has is it is able to capitalise on the brand alone. Although with its marketing and sale tactics of late I wonder if it's sustainable
Hard to say. These days the people who buy these things are distinctly different from those that bought them in the 1970's and earlier. In the early days the people that bought them were true enthusiasts who knew about the long history of the marque and were prepared to put up with a lot of Italian eccentricity and dare I say it, unreliability. They were highly likely to be members of the Ferrari Club, or Register as it was known in those days. The cars were probably even more expensive in relative terms than they are today. They were rare and exclusive; but people didn't buy them to ponce about the cafe strips. They actually used them as intended.
Fast forward to today and the buyer is different. A very large proportion of them are just buying the badge and the "image" and know or care little about the history behind the badge. The cars are far less exclusive as the 355 models and beyond sold in ever increasing numbers. The cars are much cheaper in relative terms, so more people can afford them. Fewer buyers use the cars in anger and some people rarely use them beyond poncing about and being "seen". These sorts of buyers will keep buying them as long as the image and the badge holds an attraction; but the competition is aggressive now
and often cheaper too. The average new Ferrari in Australia reputedly has $100k of options fitted. You wouldn't buy a car without any options as some would be considered essential- like those $5700 parking sensors. I tried as hard as I could to stay away fom the options; but mine still has something like $40k of them
As for me, I buy what I like to drive; but I am more conscious of the costs. I will happily spend the money if I think it represents fair value; but if I think I am getting bent over the table I won't buy at all or will try and find a way to do it at fair value.
I actually think Ferrari has a negative image now. I looked at the opposition this time around; but there is still something undefinable about the driving experience that the opposition still can't match. If and when they do capture that same driving experience I will happily buy the opposition.