The wording on the articles was a bit weird and probably a translation issue, but Ferrari is going to eat the other 15% of the tariff on their end. So the customer will only see a 10% increase, instead of the 25% which will be seen on Lamborghini, Mercedes, and every other imported vehicle.
So $1m Ferrari will be $1.1m instead of $1.25m.
My guess is they assume these tariffs wont last long. And when/if they cancelled, Ferrari will look really good as being the one company that cared enough about their clients they were willing to eat a big 15% cost on every vehicle sold. So this move feels like a PR gamble.
But if tariffs last for years, it could really hurt their profits more than other car companies. Last year, Ferrari produced around 13,752 vehicles.