Ferrari to hike prices by 10% in response to President Trump’s tariffs

Ferrari announced Thursday it will raise prices on certain models by 10% after April 1 in response to Trump’s new U.S. auto tariffs. The firm also said that it will add up to $50,000 to the price of a typical Ferrari.

The car company said it can withstand President Trump’s upcoming tariffs since its wealthy customer base is unlikely to be discouraged by higher prices. Ferrari’s stock prices surged slightly Thursday morning, reaching 391.50 euros at the time of publication, a 1.82% surge.

Ferrari increases prices by 10% in response to U.S. auto tariffs

We're screwed
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Ferrari Plans to Raise US Prices Up to 10% After Tariffs Hit
Ferrari NV plans to raise prices for some of its cars by as much as 10% to deal with US President Donald Trump’s latest auto tariffs.https://t.co/AITnUE5vAk

— Jim Bianco (@biancoresearch) March 27, 2025

Italy-based sports car maker Ferrari revealed that it will hike the price of certain models by 10% to countermeasure Donald Trump’s auto tariffs. The car company disclosed that it will increase prices up to $50K for a typical Ferrari.

The firm also maintained that prices will remain unchanged for all cars imported before April 3, the day Trump’s tariffs are expected to take effect. The Italian luxury sports car maker said that after that, the “commercial terms” for three of its model families, the Ferrari 296, SF90 and Roma, will “remain unchanged.”

“For the current remaining models, the new import conditions will be partially reflected on pricing, up to a maximum 10 per cent increase, in coordination with our dealer network.”

–Ferrari

The company said popular models, including the Purosangue SUV, the 12Cilindri and the F80, will get price increases of up to 10%. Ferrari’s Purosangue, which is priced around $430,000, will have a price hike of about $43,000. The firm’s limited edition F80, which starts above $3.5 million, will get a price increase of more than $350,000.

U.S. President Donald Trump on Wednesday issued 25% tariffs on all cars not made in the country. More than half of all vehicles sold in the United States are imported, as well as 60% of all parts in vehicles assembled in the country. The Italian luxury sports car maker runs all its auto production at its Maranello factory in Italy, in the province of Modena. 

The car automaker revealed last year it produced 13,752 cars. The Italy-based firm also plans to launch its first all-electric Ferrari in October. Ferrari’s upcoming EV vehicle, which will be manufactured in Italy, is among six new models the firm plans to launch this year.

Ferrari’s 2025 financial target remains unchanged

The company did not provide more information on the effect the tariffs will have on its sales since most of its vehicles have already been on a waiting list for more than a year. Ferrari also highlighted on March 27 that its financial targets for 2025 will remain unchanged but added that there was a potential reduction of 50 basis points in profitability percentage margins.

The Italian luxury sports car maker has also forecasted adjusted earnings of around 2.68 billion euros ($2.88 billion), a surge of at least 5%. The firm also forecast a net revenue of more than 7 billion euros ($7.5 billion) for the full year.

Ferrari CEO Benedetto Vigna said earlier this month that even though its buyers are wealthy, the firm has to be sensitive to passing on too much of the added cost of tariffs. The car company also reported a significant increase in 2024 net profit and cited a strong product mix and growing demand for personal touches to its vehicles.

JPMorgan analysts led by Ryan Brinkman said in a Thursday note that they envision some Ferrari buyers will decide to delay taking delivery. Bernstein analyst Stephen Reitman argued that U.S. customers won’t be pushed away by higher prices. He believes that Ferrari’s customers tend to be wealthier individuals who will be less impacted by tariffs, which will put more pressure on poorer customers.

JPMorgan analyst Ryan Brinkman also lowered the December price target for General Motors (GM) to $53 per share from $64 per share, for Ford Motors to $11 per share from $13 per share, and for Ferrari to $460 per share from $525 per share.

Brinkman also suggested that the auto industry might take an annual hit of $82 billion, up from an initial estimate of $41 billion, assuming that automakers absorb the cost of the tariffs. The analyst also believes light-vehicle prices could surge by up to 11.4% if companies decide to pass the cost on to consumers.

Ford CEO Jim Farley stated in February that “let’s be real honest: Long term, a 25% tariff across the Mexico and Canada borders would blow a hole in the U.S. industry that we’ve never seen.”

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