Ferrari’s model lineup is transforming, with the Roma becoming the latest casualty. Positioned as a more accessible entry point into the Ferrari world, the Roma, offered as both a coupe and convertible, struggled to fascinate the market in the same way as its more iconic stablemates. Sharing a platform with the Portofino, Roma’s sales declined in the second quarter of the year, prompting Ferrari to announce its discontinuation.
While the introduction of the Roma Spider alongside the 296 GTS and Purosangue contributed to sales, it wasn’t enough to secure the model’s future. As Ferrari evolves its product range, the Roma’s departure signifies a strategic shift towards new and potentially more compelling offerings.
Ferrari enjoyed a solid first half of the year, with global sales inching up 1% to 7,044 vehicles. Europe, the Middle East, and Africa emerged as the top market, delivering 3,228 units. The Americas followed closely with 1,978 cars sold, reflecting an 8% increase. While the Greater China region experienced a 19% downturn, the rest of Asia Pacific managed a modest 2% growth. The second quarter alone contributed to 2.7% of the sales increase, with 3,484 cars finding new owners.
The Roma, a luxurious grand tourer positioned between the brand’s core sports cars and full-fledged supercars, has been a key contributor to Ferrari’s success. Introduced as a coupe in late 2019, the Roma expanded its appeal with the launch of the Spider convertible in March 2023. This marked Ferrari’s return to the open-top market after a 54-year absence.
The Roma Spider’s combination of elegant design, powerful performance, and practical features, including a rapid-deployment soft top and surprisingly spacious cargo area, has resonated with customers seeking a blend of luxury and driving excitement.
