Before he left the company in 2014, Ferrari SpA Chairman Luca di Montezemolo was notorious for telling reporters, “No SUVs while I’m the boss!” Clearly, he’s no longer the boss.
Unveiled on Sept. 13 in Maranello, Italy, the Ferrari Purosangue is a four-seat, four-door crossover with a throaty engine, ample storage space, and a mission to overtake the wildly successful Lamborghini Urus and the sportier versions of the Aston Martin DBX. The allure of tapping the automotive segment with the largest margins and proven potential to double sales—that is, SUVs—has finally become too strong for the bean counters at Ferrari to ignore.
The Purosangue isn’t the first prancing pony to fit four; Ferrari introduced the 2+2 formation with the stylish 250 GT/E in the early 1960s. The 330 GT, the 365 GT, and the 365 GTC/4 2+2s soon followed, all the way through the quirky GTC4Lusso in the 2010s.
Diese Geschichte stammt aus der September 26, 2022-Ausgabe von Bloomberg Businessweek US.
Starten Sie Ihre 7-tägige kostenlose Testversion von Magzter GOLD, um auf Tausende kuratierte Premium-Storys sowie über 8.000 Zeitschriften und Zeitungen zuzugreifen.
Bereits Abonnent ? Anmelden
Diese Geschichte stammt aus der September 26, 2022-Ausgabe von Bloomberg Businessweek US.
Starten Sie Ihre 7-tägige kostenlose Testversion von Magzter GOLD, um auf Tausende kuratierte Premium-Storys sowie über 8.000 Zeitschriften und Zeitungen zuzugreifen.
Bereits Abonnent? Anmelden
Instagram's Founders Say It's Time for a New Social App
The rise of AI and the fall of Twitter could create opportunities for upstarts
Running in Circles
A subscription running shoe program aims to fight footwear waste
What I Learned Working at a Hawaiien Mega-Resort
Nine wild secrets from the staff at Turtle Bay, who have to manage everyone from haughty honeymooners to go-go-dancing golfers.
How Noma Will Blossom In Kyoto
The best restaurant in the world just began its second pop-up in Japan. Here's what's cooking
The Last-Mover Problem
A startup called Sennder is trying to bring an extremely tech-resistant industry into the age of apps
Tick Tock, TikTok
The US thinks the Chinese-owned social media app is a major national security risk. TikTok is running out of ways to avoid a ban
Cleaner Clothing Dye, Made From Bacteria
A UK company produces colors with less water than conventional methods and no toxic chemicals
Pumping Heat in Hamburg
The German port city plans to store hot water underground and bring it up to heat homes in the winter
Sustainability: Calamari's Climate Edge
Squid's ability to flourish in warmer waters makes it fitting for a diet for the changing environment
New Money, New Problems
In Naples, an influx of wealthy is displacing out-of-towners lower-income workers
