It is official, Ferrari will be rolling out their first ever service utility vehicle version soon.

This was confirmed by the CEO of Ferrari N.V. Sergio Marchionne at the New York Stock Exchange last Monday, October 9, 2017.

The announcement was a complete turnaround from his statement last year February in which said that somebody had to shoot him first before Ferrari makes an SUV model. Though this was not completely unexpected because last August after an earnings call we heard him saying that Ferrari making its own version of an SUV will ‘probably happen’.

This unprecedented new direction for Ferrari is their answer to the new SUV product lines of its closest rivals the Lamborghini, Aston Martin, and Rolls Royce. Although this is maybe a late reaction by this supercar company because the aforementioned rivals already have cars on the roads being beta-tested, we can expect that Lamborghini with its history of producing top-notch cars will be able to close that gap comfortably.

“We’re dead serious about this,” were the exact words of Sergio Marchionne when referring to their plans about making an SUV model for the esteemed supercar company. He talked about learning to how to master exclusivity and scarcity of product in the light of the desire for growth and “a widening of the product portfolio.”

In the next 30 months the company will be deciding on the exact number of units for this new SUV type will the brand be producing. They are still careful to preserve the concept of Ferrari being a coveted brand that not all can have.

They aim to redefine the SUV consumer segment by trying to maintain the image that their supercars have built throughout the years by suggesting that their future sports utility vehicle will not be called that, but instead will be referred to as Ferrari Utility Vehicle or F.U.V. This whole ploy could be read as part of their plan to double their profit sales by 2022.

During that time Marchionne also slammed the rumors that Fiat Chrysler Automobiles NV will be parting with Jeep to their rival Chinese Great Wall Motor Co.