Ferrari in Buenos Aires: the Prancing Horse has a home in Pilar

For true automotive enthusiasts, the garage stops being a simple place to park and transforms into a statement of principles. And if there is one brand that encapsulates that concept without giving many explanations, that is undoubtedly Ferrari.

The problem, until recently, was that having a Prancing Horse in the country meant bypassing the various import hurdles, settling for units of dubious origin, or depending on technical services without direct contact with Maranello. But all this changed during 2022, when Ferrari Buenos Aires went from being an idea to becoming a reality with its imposing showroom in the Pilar area.

This official dealership was promoted by the Belcastro Group with an investment of 2.5 million dollars, located at kilometer 49 of the Pan-American Highway. And while it is true that Ferrari's history began here in 1948, following the first unit imported directly from Italy, the brand went through decades of intermittent representation.

But today, and after overcoming those obstacles, the project allows customers to purchase a new car with an official warranty, perform maintenance service with mechanics trained in Italy, and access the exclusive certified pre-owned program.

From Núñez to Pilar: how the official dealership was created

Before the inauguration of this incredible showroom, the official service center operated from a building in the neighborhood of Núñez, located at 7660 Figueroa Alcorta Avenue, which is currently the headquarters of Alfa Romeo (another of the brands represented by the Belcastro Group). 

The decision to move the Ferrari experience to a more exclusive space was not random, since the location not only has the capacity to exhibit between four and six vehicles, but also integrates a technical service area, a sales sector, and a waiting room, all designed under the strict corporate parameters of Maranello.

Meanwhile, the first units to arrive in Pilar, in May 2022, were two used models such as the California T and a 488 GTB, identified with the license plates from «Ferrari Service Centro Milano». 

These models had been introduced by the previous importer, Gruppo Modena, and from that moment on, the new representative managed to consolidate the offering of new car models, as well as expand the catalog, which was nearly impossible to find on the streets.

The showroom experience

Visiting the facilities is not like walking through the door of just any high-end car dealership. There you won't see sales executives in tight ties or hear commercial music in the background; tranquility is the focal point, while the polished porcelain tile of the floor reflects the overhead light onto each vehicle parked with geometric precision.

Thanks to this, the shopping experience is tailored to the customer who already knows what they are looking for. Therefore, the sales team adopts more of an advisory role, detailing the configurations, the color palette, the material options, and the delivery times handled by the factory in Italy. No forced sales and no ready-to-take stock.

Available models and what to expect from each

A very interesting fact is that the Ferrari catalog in Buenos Aires is updated at the same pace as any official dealership in the world. In this 2026, the lineup of brand-new units is based on the four main models:

He Ferrari Roma Spider It is shaping up as the most balanced proposal in the entire lineup. This 2+2 convertible is equipped with a 3.9-liter twin-turbo V8 engine and 612 horsepower. Without a doubt, this model exudes an elegance that pays homage to the famous “Grand Tourers” of the sixties.

He Ferrari Purosangue It neatly represents the brand's foray into the ultra-high-performance SUV segment, although it is far from being a family vehicle. Inside, it conceals a spectacular 6.5-liter naturally aspirated V12 engine with 725 horsepower, all-wheel drive, and rear suicide doors. 

He Ferrari 296 GTB and its GTS variant mark a technical turning point, as it is the first road-going Ferrari powered by a V6 engine, although the name falls short, since the powerplant is a 120-degree, twin-turbo, 2,992 cc block that, working together with an electric motor, develops an impressive 830 horsepower, achieving 0 to 100 km/h in just 2.9 seconds.

He Ferrari 12Cilindri it was introduced in mid-2024 in Miami Beach, in response to those who thought the iconic V12 engine was doomed to extinction. With 819 horsepower and an incredible redline of around 9,500 rpm, it is the ideal choice for the most purist customer.

Ferrari Argentina Prices: concrete numbers

Discussing prices in the local market requires keeping two fundamental elements in mind. First, there is no fixed price list, as each unit is quoted according to the chosen configurations. Second, prices are expressed in US dollars and are heavily impacted by the country's current exchange system relative to international values.

However, for reference, the Roma Spider model can cost around $750,000, while the Purosangue has an international base price close to $398,000, but in the domestic market it is sold in a range from $600,000 to $988,000, depending on the equipment. 

Meanwhile, the 296 GTB manages to exceed half a million dollars as a local base price (compared to $340,000 in the US), while the brand-new 12Cilindri hovers around $800,000.

Now, acquiring a Ferrari is not a simple commercial transaction, but a meticulous process where you choose everything from the bodywork tone within the range of colors—Rosso Corsa, Giallo Modena, Nero Daytona—to the custom tones through the Tailor Made program. 

This also includes interior materials, such as leather, carbon fiber, or wood, down to the color of the brake calipers and the stitching on the headrests.

Ferrari test drive: how it works and what is required

Requesting a test drive at the Ferrari Buenos Aires showroom is far from just a spin around the block. This process is exclusively reserved for clients who have a genuine purchase interest, a verifiable economic profile, and, in most cases, a previous track record in the super-luxury car segment. 

In this regard, the Italian brand is extremely protective when it comes to deciding who gets behind the wheel of its vehicles, so once the requirements are approved, an appointment will be coordinated in advance. 

Then, before starting the engine, the interested customer receives a technical talk and can then hit the road accompanied by an official instructor. The test drives are usually conducted on the Panamericana highway and the surroundings of Pilar, and it is not a recreational ride, but rather a demonstration of the car's capabilities, always operating within road safety parameters.

It should be noted that there are few models available for these tests, because the brand-new units are on a waiting list and the cars displayed in the showroom are reserved exclusively for that purpose, so the models offered for this experience are the vehicles that are part of its service fleet.

After-sales service and the Ferrari Approved program

One of the standout pillars of the current management is the professionalization of its technical service. The official workshop is open Monday through Friday from 09:00 to 13:00 and from 14:00 to 17:30. Internally, it features mechanics trained and certified by the parent company. 

Furthermore, those who purchase a brand new car get automatic access to the program Genuine Maintenance, which covers scheduled maintenance for seven years with unlimited mileage, ensuring the use of original parts and comprehensive inspections.

On the other hand, for those who prefer to avoid the wait involved in getting a brand-new car, there is the program Ferrari Approved, which is nothing more than a global certification system for used vehicles that requires passing a rigorous 190-point inspection, in addition to having a verified history and an extended warranty. 

Within the Argentine market, this is the best way to ensure the vehicle has no hidden accidents, tampered mileage, or generic parts.

Tips for anyone thinking of going

Frequent questions

What is the exact address of the Ferrari dealership in Buenos Aires?

The official dealership is located at kilometer 49 of the Pan-American Highway, in the town of Pilar, province of Buenos Aires. The contact number is +54 (230) 438-5555.

How much does a brand-new Ferrari cost in Argentina?

Prices vary depending on the model and customization. Generally speaking, the Roma Spider model costs approximately 750,000 dollars, the Purosangue and the 296 GTB exceed 500,000 dollars, and the 12Cilindri is around 800,000 dollars.

Can you test drive a Ferrari without any purchase commitment?

It is not possible, as test drives are reserved exclusively for customers with a verified financial profile and a genuine interest in purchasing a vehicle.

What Ferrari models are available in Argentina in 2026?

Currently, the official 0 km model catalog includes the Roma Spider, the Purosangue SUV, the 296 line (GTB/GTS), and the brand-new 12Cilindri, which are joined by the rotating stock of the Ferrari Approved program.

Does the dealership offer technical service for privately imported Ferraris?

Yes, in fact, the facilities in the Pilar area serve as the brand’s official service center for the entire country and accept vehicles that have been imported through other channels, providing them with technical service performed by mechanics trained in Italy and using genuine 100% parts.

Useful links

• Official dealer website: buenosaires-centromilano.ferraridealers.com
• Ferrari Approved Program: preowned.ferrari.com
• Official car configurator: ferrari.com/es-ESS/auto
• Showroom opening news: diarioresumen.com.ar
• Purosangue pricing information Argentina: lanacion.com.ar