Ferrari is one of the most recognizable luxury brands globally. A Ferrari symbolizes exclusivity, the equivalent of Formula One driving performance, and Italian flair. Each of these brand pillars is carefully cultivated to maintain Ferrari’s wide-moat brand strength.
Ferrari launches an Icona or supercar model every three to four years, coupled with a step change in pricing, supporting stable annual pricing growth.
Bears
Range extension is pushed too far. The differentiation between new models becomes thinner, and the overall exclusivity of the brand falls with too many Ferraris on the road. Pricing power is reduced.
Ferrari designs, engineers, and manufactures some of the world's most expensive luxury cars. With supply carefully controlled to be below demand and a brand steeped in decades of motor racing history, a Ferrari is viewed as a status symbol. In 2025, the company sold 13,640 vehicles at an average price over EUR 520,000, with more than 80% of its vehicles being sold to existing Ferrari clients. Eighty-four percent of revenue is generated from the sale of cars and spare parts, and 10% from sponsorship, commercial, and brand activities, including racing and lifestyle activities. In 2025, the Europe, Middle East, and Africa region accounted for 49%, the Americas for 32%, mainland China, Hong Kong, and Taiwan for 7%, and the rest of Asia for 12%.