Ferrari has introduced two new personalisation packages for the Purosangue tailored specifically for customers in the Gulf region, marking an expansion of the company’s regional customisation efforts. Revealed at Casa Ferrari Abu Dhabi 2025 during the Formula One Grand Prix weekend, the packages draw on design themes established in last year’s ME30 Collection and will be available beginning with the 2027 model year (June/July 2026 production). While the announcement underscores Ferrari’s long-standing presence in the Middle East, the packages represent a continuation of the broader industry trend of offering regionally curated specifications rather than a fundamental shift in product strategy.
The first package, Level 1, incorporates the Arabian Golden Sheen colour developed for the ME30 anniversary lineup. Applied to exterior dreamlines and selected interior elements — including gearbox paddles, steering-wheel accents, and the cancelletto — the finish is paired with metallic-gold embroidery for the Prancing Horse logos, stitching, and carpeting. The approach follows a familiar template of aesthetic refinement rather than functional modification, aiming to resonate with regional preferences for distinctive colour and trim combinations.
Level 2 builds on this by introducing a carbon-fibre weave threaded with gold, a material created specifically for the Gulf market. Available only when Level 1 is selected, the woven composite is used on interior surfaces to create a more visibly customised cabin. Although the material aligns with Ferrari’s emphasis on craftsmanship, it remains a design-oriented upgrade rather than a performance enhancement.
Buyers who select either package also gain access to six exterior colours from the ME30 Collection, each linked to a different Gulf country’s cultural or geographic associations. Pearl White Sheen references the UAE’s pearl-diving past, while Emerald Green Sheen nods to Saudi Arabia’s symbolism of renewal. Brown Sand Sheen draws from Kuwaiti desert landscapes; Maroon Sheen reflects aspects of Qatar’s national identity; Night Sky Sheen is tied to Bahrain’s nightscapes; and Blue Waters Sheen represents Oman’s coastline. These colours continue Ferrari’s practice of framing region-specific palettes through storytelling connected to local heritage.
Ferrari Middle East Managing Director Giorgio Turri described the packages as a way to deepen the company’s connection with the region and extend customisation options for one of its most commercially successful models. While positioned as a milestone for regional engagement, the initiative is consistent with the brand’s broader global strategy of expanding personalisation programmes to meet market expectations, especially in regions where bespoke specification plays a significant role in luxury purchasing decisions.
Casa Ferrari Abu Dhabi, where the reveal was held, remains the company’s primary hospitality setting for local clients during major motorsport events. The venue is used to reinforce brand identity and cultivate customer relationships — a backdrop that aligns neatly with the introduction of these regionally focused packages.
