Ferrari Is Raising Prices Because of Trump’s Tariffs

Ferrari said Thursday that it would be raising the price of some of its cars in the U.S. by 10 percent in response to President Donald Trump’s tariffs, but for other vehicles the marque said it would absorb the cost.

At first blush, tariffs—which may be 25 percent for imported cars into the U.S.—could be a big problem for Ferrari, since it makes all of its cars in Maranello, Italy, and the biggest chunk of its customer base is in the U.S. But the brand told investors this week that it remains confident in its finances for 2025, including its profit goals. Ferrari said it would not charge buyers of the SF90, 296, or Roma cars more because of the tariffs and would absorb the cost, according to Bloomberg. The rest of the cars in the marque’s lineup, including the new F80, the Purosangue, and the 12Cilindri, will see prices go up but not more than 10 percent.

Analysts said, in any case, Ferrari buyers won’t be hurting as much as other American car buyers.

“We are hard-pressed to think of any customer cohort in the US that is better placed than Ferrari’s to absorb higher prices,” Stephen Reitman, an analyst at Bernstein, wrote Thursday in evaluating Ferrari’s stock. “Any increase in new prices will be somewhat cushioned by the knowledge that the customer’s other Ferraris in their garage have seen their values rise.”

The least expensive new Ferrari is the Roma, which starts at around $247,300, while the most expensive is the new F80, which is thought to be around $3.1 million. In between is the new 12Cilindri ($470,950), the Purosangue SUV ($433,686), and the SF90 ($593,950), according to Car & Driver‘s prices.

None of those cars would be considered cheap, though for Ferrari buyers, around half of whom are repeat customers, they are a line item in an ongoing relationship with one of the best car companies in the world. Or at least the most powerful car brand in the world, with a waiting list to buy and a commitment to maintaining Enzo Ferrari’s strategy of selling one less car than the market demands.

Ferrari has also proven itself to be profitable quarter after quarter, year after year. Tariffs and the new all-electric Ferrari are unlikely to stop that.

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