China is now the first and only country in the world where women account for at least a quarter of all purchases of new and used Ferrari models. According to Bloomberg, female buyers have accounted for 26% of Ferrari sales in China (excluding Taiwan or Hong Kong) over the past five years. The women who buy these cars are usually executives of big technology firms, real estate entrepreneurs or simply people from very wealthy families, which is not a scoop in itself.
China is the country where women buy the most Ferraris in the world
“Over the past few years, we have seen growing customer enthusiasm for our products and experiences. The increase in the number of women signing up for company-sponsored events, such as race car training, shows the trend,” said Ferrari chief executive Benedetto Vigna. Mainland China, Hong Kong and Taiwan accounted for 12% of the prancing horse automaker’s total sales last year with nearly 1,600 cars.
This number is almost double from five years ago. This figure is actually slightly higher than Ferrari wants in the region as tariffs on luxury imports hurt its returns. Thus, Ferrari would try to maintain Chinese deliveries at around 10% of its total shipments. There is thus a large and unusual number of “self-made female billionaires”, specifies the American media. Mentioned in particular are Wu Yajun, founder of Longfor Group, Zhou Qunfei, president of a major Apple supplier, Lens Technology, and Gu Xiaoqing, executive of fast fashion giant Shein.
These figures show not only changes in mentalities, but also the success of Ferrari’s strategy, which, with products such as the Roma and the Purosangue, was able to offer models more inclined to appeal to female customers.
The strong trend of “supercar women”
China is the second country with the most billionaires, behind the United States. Many of them are said to be self-taught, while social media also plays an important role. Douyin, which is similar to TikTok, heavily features videos of young women driving Ferrari models. Outside China, we can also highlight the success on social networks, such as Instagram, of profiles of influencers oriented towards luxury cars, such as the Australian Alexandra Maria Hirschi, alias Blondie Supercars and its almost 14 million followers, or the club of Arabian Gazelles in the Emirates. The luxury sports car, long associated with masculine stereotypes, also contributes in a way to changes in society and upheavals in codes, far from the worn-out cliché car = misogyny.
Sources: Bloomberg, clubalfa.it