It’s not the company Maranello wants to be a part of

Ferrari has found itself in surprising company with the likes of Fiat, Citroen, Vauxhall, and Mitsubishi.

According to Google Trends data presented by U.K.-based price comparison website Compare the Market, the Italian supercar marque is one of five car brands that have plunged dramatically in popularity from 2010. Ferrari didn’t come out with the worst result — that distinction goes to Fiat with a 52.2 percent drop in search popularity — but with a 35.3-percent drop, Ferrari ranked 27th out of 30 car brands, sandwiched between Mitsubishi (23.8 percent) and Vauxhall (45 percent).

The Ferrari Roma Is a Callback to the Past and a Look Into the Future Exterior
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Ferrari faring this low runs counter to how visible the Italian supercar brand was from 2010 to 2020.

It’s even more surprising considering that Maranello’s chief rival, Lamborghini, finished fifth out of 30 brands with a 24.8 percent increase in search popularity. Other brands that finished higher on the list than Ferrari include Skoda (3.4 percent decrease), Peugeot (7.6 percent decrease), and Suzuki (11.7 percent decrease). With respect to these brands, Ferrari shouldn’t have a higher decrease in search popularity than any of them.

The Ferrari Roma Is a Callback to the Past and a Look Into the Future Exterior Wallpaper quality
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There is a silver lining on the horizon for Maranello. The automaker’s first SUV, the Purosangue, is scheduled to arrive in time for the 2023MY cycle. The SUV has been in development for some time. Once it arrives, it could jumpstart Ferrari’s drowning search popularity the way the Urus kicked Lamborghini’s search popularity into high gear.

In terms of search popularity among vehicle types, SUVs, hybrids, and seven-seater cars claimed three of the top five spots. That’s an indication of market preference among buyers, and the Purosangue can be classified in at least two of the three segments. We can make it all three segments if Ferrari utilizes a hybrid powertrain in the SUV.

2020 Ferrari Purosangue Exterior Computer Renderings and Photoshop
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Time will tell if the Purosangue turns into a catalyst for Ferrari’s search popularity moving forward, but the signs point in that direction.

Source: Compare The Market

Kirby Garlitos
Kirby Garlitos
Automotive Aftermarket Expert - kirby@topspeed.com
Kirby’s first exposure into the world of automobiles happened when he caught Knight Rider on television as a five-year old boy. David Hasselhoff didn’t leave much of an impression on him (that happened later on in Baywatch), but KITT certainly did. To this day, Kirby remains convinced that he will one day own a car with the same ‘spirit’ as the original KITT (not the 2008 monstrosity). He doesn't know when that will be, but until then, he’s committed to expressing his love for KITT, and all cars for that matter, here at TopSpeed.  Read full bio
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