Ferrari Business Model: A Comprehensive Review

Editorial Team

Ferrari Business Model

Ferrari, the globally recognized luxury car manufacturer, has attracted enthusiasts and connoisseurs for decades with its exceptional business model. With a focus on exclusivity, premium pricing, and limited production, Ferrari has successfully maintained its brand’s allure and desirability. By intentionally creating scarcity, the company runs waiting lists for its most sought-after models, fostering a sense of exclusivity that drives demand. Instead of prioritizing connectivity and self-driving features, Ferrari remains dedicated to its core elements, namely powerful engines, driving pleasure, performance, and style.

Ferrari’s approach to scarcity-generating demand is known as “deprivation marketing,” a tactic that emphasizes the rarity of owning a Ferrari. Prices are deliberately kept high to preserve the brand’s exclusivity and desirability, attracting a niche segment of high-net-worth individuals who are willing to pay a premium for the extraordinary experience provided by Ferrari’s luxury cars.

The company’s business model is grounded in its rich brand heritage and extensive involvement in motorsports. Ferrari’s commitment to motorsports manifests in its association with Formula 1, elevating brand awareness and enhancing its appeal among enthusiasts. This connection creates a strong emotional bond with customers, extending beyond the realm of luxury cars and imbuing Ferrari’s vehicles with an aura of status and driving pleasure.

Ferrari operates approximately 52 dealerships worldwide, ensuring global accessibility to its luxury cars and services. With prices ranging from $170,000 to several million dollars, Ferrari offers customization options for customers to personalize their cars, further enhancing the exclusivity and individuality of each vehicle.

Moreover, the company’s vintage cars appreciate in value over time, making them a sound investment for collectors and enthusiasts alike. Ferrari’s commitment to maintaining its unique business model is evident in its balance of shareholder accountability and preservation of exclusivity, ensuring long-lasting growth and shareholder value.

Key Takeaways:

  • Ferrari’s business model relies on exclusivity, limited production, and premium pricing to maintain its brand’s allure.
  • The company prioritizes powerful engines, driving pleasure, performance, and style over connectivity and self-driving features.
  • Ferrari’s approach to scarcity-generating demand is known as “deprivation marketing.”
  • The brand operates with approximately 52 dealerships worldwide, providing global accessibility to its luxury cars and services.
  • Ferrari has a strong emotional connection with customers, creating an aura of status and driving pleasure.

Historical Performance and Financial Data

Ferrari has experienced significant growth in sales and revenue over the past few years, showcasing its robust financial performance, despite the challenges posed by the COVID-19 pandemic. This section delves into the historical data and financial statistics that highlight Ferrari’s remarkable achievements.

Sales and Revenue Growth

From 2020 to 2023, Ferrari’s revenue compound annual growth rate (CAGR) is approximately 13.2%, a testament to the brand’s strong market presence and customer demand. Additionally, Ferrari’s car deliveries CAGR for the same period is around 14.6%, indicating a sustained upward trend in production and sales volume.

Ferrari’s ability to maintain a steady growth trajectory, even amidst the challenges brought by the COVID-19 pandemic, demonstrates the company’s resilience and adaptability in the face of adversity.

Earnings Before Interest and Taxes (EBIT)

Ferrari’s Earnings Before Interest and Taxes (EBIT) reflects the company’s operational profitability and efficiency. In 2020, Ferrari reported an EBIT of €716 million. Over the next three years, Ferrari’s EBIT consistently increased, reaching €970 million in 2021, €1.15 billion in 2022, and €1.22 billion in 2023. These impressive figures illustrate Ferrari’s ability to generate substantial profits and maximize its operational performance.

Average Selling Price (ASP)

One of the indicators of Ferrari’s brand positioning and premium reputation is its Average Selling Price (ASP). In 2020, the ASP was €380,000, and it steadily increased over the subsequent years. By 2022, the ASP reached €430,000, highlighting Ferrari’s commitment to delivering high-end luxury vehicles and catering to a discerning customer base.

Financial Ratios

In addition to strong sales, revenue growth, EBIT, and average selling price, Ferrari’s financial ratios further demonstrate its financial stability and efficient use of resources. The Return on Equity (ROE) stands at an impressive 51.86%, showcasing Ferrari’s ability to generate substantial returns for its shareholders. The Return on Assets (ROA) is 10.51%, indicating the solid management of the company’s assets. Moreover, Ferrari’s Return on Total Capital (ROTC) is 15.03%, reflecting a balanced and effective allocation of capital resources.

Overall, Ferrari’s historical performance and financial data underscore the company’s consistent growth, profitability, and ability to weather challenges. These statistics provide valuable insights into Ferrari’s financial strength and position in the luxury car market.

Ferrari’s Business Model

Ferrari is renowned for its iconic brand exclusivity and luxury sports cars that captivate enthusiasts and collectors worldwide. The company’s strategic business model focuses on several key elements to maintain its reputation as a symbol of excellence.

Product Segmentation and Exclusivity

Ferrari’s product portfolio is meticulously segmented to cater to different customer segments while upholding the brand’s exclusivity. The company offers a range of luxury sports cars, hybrid models, and limited edition vehicles that embody the pinnacle of automotive engineering and craftsmanship. By carefully controlling production numbers and implementing limited production runs, Ferrari enhances the perception of scarcity and prestige, driving up desirability and allowing for premium pricing.

Innovation and Technological Advancements

At the core of Ferrari’s success lies its relentless pursuit of innovation and technological advancements. The company invests heavily in research and development to stay at the forefront of automotive engineering, enabling them to develop cutting-edge technologies, including their foray into hybrid models and the upcoming launch of their first fully electric model by 2025. These innovations not only enhance performance but also contribute to sustainability efforts in the automotive industry, reflecting Ferrari’s commitment to the future.

Racing and Lifestyle Segments

Ferrari’s involvement in Formula 1 racing plays a significant role in shaping its brand image and attracting customers. The company’s success on the racetrack translates into the allure of its road cars, showcasing the transfer of technology and performance capabilities from the track to the street. Additionally, Ferrari extends its brand into the lifestyle segment, offering a range of branded merchandise that appeals to enthusiasts and fans globally. Sales from Ferrari-branded merchandise contribute significantly to the company’s annual revenue, ranging from $1.5 to $2 billion.

Competitors and Market Challenges

Ferrari operates in a highly competitive luxury car market, facing fierce rivals such as Porsche, BMW, Mercedes-Benz, Lamborghini, and Aston Martin. The company strives to maintain its competitive advantages through its strong brand equity, constant innovation, and strategic marketing efforts. However, Ferrari also faces challenges such as market volatility due to economic fluctuations, sustainability concerns, and the ever-evolving demands of luxury car consumers.

Future Prospects and Growth Strategy

Ferrari’s future prospects are characterized by ambitious goals and a comprehensive growth strategy. The company aims to expand its market presence and further capitalize on its strong brand value. Despite already reaching a market value of $30 billion, Ferrari plans to continue its upward trajectory.

In terms of market expansion, Ferrari sees significant potential in emerging markets such as China. With a growing number of affluent consumers and a burgeoning luxury car market, China presents a prime opportunity for Ferrari to increase its sales and establish a stronger foothold.

Furthermore, sustainability initiatives are a key focus for Ferrari in the coming years. The company is committed to achieving full carbon neutrality by 2030, aligning with global efforts to combat climate change. To accomplish this, Ferrari is investing in various measures, including the use of biomethane, photovoltaic panels, and a reforestation project.

Technological innovation is another crucial component of Ferrari’s growth strategy. The company aims to unveil 15 new cars from 2023 to 2026, targeting specific client bases and catering to evolving consumer preferences. Ferrari plans to develop a product portfolio composed of 60% hybrid and full-electric powertrains and 40% internal combustion engine powertrains by 2026, positioning itself at the forefront of automotive technology.

Financially, Ferrari has set ambitious targets. The company aims to achieve net revenues of 6.7 billion Euros in 2026 with a compounded annual growth rate of 9%. Shareholders can also look forward to increased dividend payments, as Ferrari plans to raise its pay-out from 30% to 35% of adjusted net income starting from 2022.

Overall, Ferrari’s future prospects are driven by its commitment to market expansion, sustainability initiatives, and technological innovations. As the company continues to navigate the evolving luxury automotive industry, it aims to maintain its position as a global leader while embracing the challenges and opportunities that lie ahead.

Ferrari History I – From Racing to Manufacturing

Enzo Ferrari, a racing enthusiast and visionary, founded Scuderia Ferrari in 1929 with the goal of supporting amateur racing drivers. With a million-lira loan from a local bank and support from other backers, Enzo Ferrari’s racing team quickly made a name for itself.

Scuderia Ferrari’s association with renowned Italian automobile manufacturer, Alfa Romeo, further propelled its success. In the 1930s, one of Ferrari’s notable racing cars, the Alfa Romeo Bimotore, featured a unique design with two engines driving the rear wheels through a split differential.

In 1937, Alfa Romeo acquired 80% of Scuderia Ferrari’s shares, effectively absorbing the racing team into the company. However, Enzo Ferrari’s passion for racing and his desire to break into the automotive industry led him to establish Auto Avio Costruzioni during World War II.

Auto Avio Costruzioni, later renamed Auto Costruzioni Ferrari in 1945, was Enzo Ferrari’s first foray into manufacturing. The company produced a single car, the Auto Avio Costruzioni 815, during the war.

After the war, Enzo Ferrari redirected his efforts towards racing operations. Utilizing capital raised from military contracts, he established Ferrari as a racing team of its own, with the iconic Ferrari logo making its debut.

In 1947, Ferrari introduced its first road car, the Ferrari 125 S. This remarkable sports car won six out of ten races it entered in its debut year, solidifying Ferrari’s reputation both on and off the track. Luigi Chinetti’s appointment as Ferrari’s official North American importer in December 1946 marked the beginning of Ferrari’s presence in the United States.

Throughout the late 20th and early 21st centuries, Ferrari maintained its dedication to racing excellence, securing numerous victories in Formula One and endurance races like the 24 Hours of Le Mans. Despite financial difficulties in the 1970s, Ferrari expanded its lineup with iconic models such as the 360 Modena and the F430.

In 2016, Ferrari became a standalone company after its separation from Fiat Chrysler Automobiles. Today, Ferrari continues to embody its rich racing heritage and commitment to craftsmanship, with flagship models like the Ferrari 812 Superfast showcasing its engineering prowess and performance capabilities.

Ferrari’s Historic Milestones

Year Milestone
1929 Enzo Ferrari founds Scuderia Ferrari
1947 Introduction of the first Ferrari road car, the 125 S
1969 Acquisition by Fiat
2016 Separation from Fiat Chrysler Automobiles (FCA)

Internal Issues and Rivalry

Ferrari, a legendary name in the automotive industry, has not been immune to internal issues and rivalries throughout its storied history. One of the most notable periods of internal tension occurred in 1961 when Enzo Ferrari dismissed several key managers, leading to the formation of the ATS company by the “fired four.” This internal conflict highlighted the intense competition and high-pressure environment within Ferrari, as well as Enzo Ferrari’s reputation for a strong and demanding management style.

Additionally, Ferrari has had a long-standing rivalry with Alfa Romeo, another iconic Italian automaker. Enzo Ferrari himself worked for Alfa Romeo before venturing out to start his eponymous company in 1939. This rivalry between Ferrari and Alfa Romeo has fueled intense competition on the race track and in the consumer market over the years.

In terms of racing, Ferrari has faced fierce competition from other manufacturers. One notable example is the rivalry with Shelby Cobras and Porsche. In the 1960s, Ferrari found itself going head-to-head with these formidable opponents at events like the renowned 24 Hours of Le Mans. The fierce competition and battles on the track pushed Ferrari to continually innovate and improve its racing division.

Rivalry with Ford: The Ford vs. Ferrari Saga

One of the most famous rivalries in the automotive world is the Ford vs. Ferrari saga. It all began in 1963 when negotiations were initiated by Ford to acquire Ferrari. The negotiations ultimately fell through, leading to a rivalry that would reshape the automotive industry.

In 1966, Ford arrived at Le Mans with a fleet of 12 GT40s, determined to defeat Ferrari on their home turf. The victory at Le Mans marked a profound turning point for both Ford and Ferrari. For Ford, it showcased their engineering prowess and determination to innovate, transforming their image and solidifying their place in the automotive industry. Ferrari, on the other hand, faced significant internal changes, including restructuring to improve its racing division in response to the defeat.

The Ford vs. Ferrari saga stands as a testament to the audacity of dreams, innovation, determination, and teamwork in the automotive world. It has also provided valuable lessons for businesses, emphasizing the importance of setting ambitious goals, empowering teams, embracing calculated risks, and celebrating achievements.

The success of the Ford GT40 team highlighted the significance of teamwork, innovation, resilience, and perseverance in challenging situations. Despite the intense competition and internal issues, Ferrari has continued to thrive and achieve remarkable success on race tracks and roads worldwide.

Ferrari’s Racing Achievements

Formula 1 Le Mans 24 Hours Other
9 Drivers’ World titles 9 wins 5,000+ successes worldwide
14 Manufacturers’ World titles
8 Constructors’ World Championships

The legacy of Ferrari is not only defined by its internal challenges and rivalries but also by its unparalleled achievements in racing. Over the years, Ferrari has clinched 9 Formula 1 Drivers’ World titles, 14 Manufacturers’ World titles, and 8 Formula 1 Constructors’ World Championships. Additionally, they have secured an impressive 9 wins at the prestigious Le Mans 24 Hours race, among countless other victories on race tracks and roads around the world.

Ferrari’s success on the racing circuit demonstrates their commitment to excellence, passion for performance, and dedication to pushing the boundaries of automotive engineering. Despite internal tensions and fierce rivalries, Ferrari has remained at the forefront of automotive innovation and continues to inspire enthusiasts and drivers alike.

Ferrari History II – The Fiat Years

After being founded in 1969, Ferrari underwent significant changes in ownership and management. One of the most crucial events in the company’s history was the acquisition of a 50% stake by the Fiat Group. This marked the beginning of the Fiat years for Ferrari.

The Fiat Group gradually increased its ownership of Ferrari, ultimately reaching a 90% stake after the passing of Enzo Ferrari in 1988. Enzo Ferrari, the legendary founder of the company, played a pivotal role in shaping Ferrari’s identity and success. His passing marked a turning point for the company, with changes in leadership and strategic direction.

Under the leadership of Luca di Montezemolo, who was appointed Chairman in 1988, Ferrari continued to thrive and expand its presence in the luxury sports car market. Montezemolo’s tenure lasted until October 2014 and is widely recognized for his contributions to the brand’s growth and success during this period.

In 2015, Ferrari underwent a major transformation when it separated from Fiat through a restructuring process. This move allowed Ferrari to become an independent company, separate from its previous parent company. As part of the transition, Fiat’s stake in Ferrari was distributed to Fiat Chrysler Automobiles (FCA) shareholders, and Ferrari became a separate holding company.

Today, Ferrari stands as a symbol of luxury, performance, and Italian excellence. Its iconic red color, preferred by approximately 85% of Ferrari owners in the 1990s, continues to be a tradition maintained by the brand. Ferrari’s dominance and success in racing competitions worldwide are evident in its impressive collection of over 5,000 prizes accumulated throughout its history.

The following table provides a snapshot of Ferrari’s key financial figures in 2023:

Production Output Revenue Operating Income Net Income Total Assets Total Equity Number of Employees
13,663 units shipped €5.970 billion €1.617 billion €1.257 billion €8.05 billion €3.07 billion 4,988

With its rich history, ongoing innovation, and commitment to excellence, Ferrari continues to captivate enthusiasts and set new benchmarks in the automotive industry.

Cultural and Industry Impacts of Ferrari

Ferrari, the renowned Italian luxury car manufacturer, has not only left a lasting impact on the automotive industry but has also permeated popular culture. The company’s winning culture, unique design approach, customer loyalty, and resilience in the face of industry changes have shaped its legacy.

Since its inception in 1929, when Enzo Ferrari established Scuderia Ferrari to sponsor amateur race car drivers, the company has been synonymous with excellence and performance. Ferrari’s commitment to innovation is evident in its use of cutting-edge materials like carbon fiber and Kevlar, setting new industry standards. This dedication has contributed to its status as the oldest surviving and most successful team in Formula 1 history, solidifying its position as a leader in motorsports.

One of Ferrari’s key strategies involves limiting production. By manufacturing a limited number of vehicles, the company creates an image of scarcity in the market, driving up demand and desirability among car enthusiasts. This approach, combined with Ferrari’s unique design philosophy, ensures that each model is a work of art, capturing the brand’s rich heritage and attracting a dedicated following.

Ferrari’s influence extends beyond automotive excellence. The brand has established partnerships with high-end luxury brands like Hublot and Puma, showcasing its commitment to quality and exclusivity. Furthermore, Ferrari’s association with celebrities such as Leonardo DiCaprio, Kim Kardashian, and Cristiano Ronaldo enhances its reputation, captivating a global audience and expanding its reach beyond automotive enthusiasts.

Not limited to cars, Ferrari offers a wide range of merchandise, including clothing, accessories, toys, and collectibles. This diversification showcases Ferrari’s ability to leverage its brand equity in various domains, reinforcing its presence in the luxury market segment.

In popular culture, Ferrari has become an icon. The brand’s cars have made appearances in movies, adding to their allure and elevating their status as symbols of speed, power, and success. Additionally, Ferrari’s rich history and distinct red color have been referenced in songs, further cementing its place in the zeitgeist.

Ferrari’s consistent use of the color red has played a significant role in establishing its brand identity. Red symbolizes strength, passion, and excitement, reflecting Ferrari’s unwavering commitment to excellence. This color choice not only aligns with the company’s Italian heritage but also evokes powerful emotions and creates a feeling of excitement and urgency among potential buyers.

Ferrari’s unique cultural and industry impacts have set it apart from other luxury automobile brands. While other automotive companies strategically use the color red in their branding, Ferrari’s consistent association with this vibrant hue has helped them distinguish themselves in the competitive market, generating a strong visual association with velocity, opulence, and status.

As Ferrari continues to evolve and adapt to the ever-changing automotive landscape, its winning culture, unique design approach, customer loyalty, and resilience in the face of industry changes remain at the core of its success. The impact of Ferrari reaches far beyond the road, leaving an indelible mark on both the automotive industry and popular culture.


Ferrari presents an exciting investment opportunity for discerning investors. Its unique business model, combined with its strong financial performance and brand strength, position the company for future success in the luxury automotive market. Despite being outsold by companies like Volvo and facing increased competition, Ferrari’s intentional production limitation strategy and exclusive customer experience contribute to high demand and exceptional profit margins.

With a loyal customer base, a waiting list of eager buyers, and a stock value on the New York Stock Exchange that is close to 15 times its 12-month net income, Ferrari’s premium market positioning is evident. The company’s success stems from its focus on exclusivity, innovation, and customer experience. Moreover, its commitment to market expansion, sustainability, and technological advancements further enhances its growth prospects.

When considering an investment, Ferrari offers a combination of stability and growth potential. The company’s solid presence in the racing industry, as seen through its highly coveted brand and extensive investments in Formula 1, reinforces its position as a leader in the automotive industry. Ferrari’s lean supply chain, cooperative relationships with suppliers, and strategic operations tools further enhance its operational performance and profitability.

Overall, Ferrari’s track record of success, commitment to excellence, and strategic positioning make it a compelling choice for investors seeking an opportunity in luxury automotive. With its brand loyalty, limited production strategy, and commitment to delivering only the best, Ferrari is poised to continue its future success in the global automotive market.


What is Ferrari’s business model?

Ferrari’s business model revolves around maintaining brand exclusivity and desirability through a combination of premium pricing, limited production, and a focus on performance engineering and motorsports involvement.

How has Ferrari performed financially?

Despite challenges from the COVID-19 pandemic, Ferrari has shown strong sales and revenue growth. The company’s Earnings Before Interest and Taxes (EBIT) have also demonstrated strong performance. Ferrari’s average selling price (ASP) has steadily increased, reflecting its premium positioning.

How does Ferrari maintain exclusivity?

Ferrari carefully controls production numbers to ensure demand always exceeds supply. This strategy drives up desirability and allows for premium pricing. The company’s product portfolio is segmented into sports cars, hybrid models, and limited edition models to cater to different customer needs while maintaining its luxury and performance reputation.

Does Ferrari invest in innovation?

Yes, Ferrari is known for its continuous investments in research and development to remain technologically advanced. The company focuses on areas such as hybrid technology and has made advancements in powertrains, lightweight materials, and autonomous driving.

Who are Ferrari’s main competitors?

Ferrari faces competition from key rivals such as Porsche, BMW, Mercedes-Benz, Lamborghini, and Aston Martin in the luxury car market.

What are Ferrari’s future plans?

Ferrari aims to increase its market presence, particularly in emerging markets like China. The company is committed to achieving carbon neutrality by 2030 and is investing in hybrid and electric technologies. Ferrari also plans to continue advancing in technological areas such as powertrains, lightweight materials, and autonomous driving.

What is Ferrari’s history?

Ferrari’s history dates back to 1929 when Enzo Ferrari established Scuderia Ferrari. The company later became associated with Alfa Romeo and eventually founded its own company, Auto Avio Costruzioni, in 1939. The first road-going Ferrari, the 125S model, was produced in 1947.

Has Ferrari faced any internal issues or rivalries?

Yes, Ferrari has faced internal tensions throughout its history. In 1961, key managers were dismissed, resulting in the formation of the ATS company by the “fired four.” Ferrari has also had a complex relationship with Alfa Romeo, one of its early competitors. The company faced challenges from rival manufacturers such as Shelby Cobras and Porsche.

How has Fiat influenced Ferrari?

Fiat acquired a stake in Ferrari in 1969 and eventually became the majority owner. Over the years, Fiat’s influence on Ferrari’s development, production, and marketing grew. However, in 2015, Ferrari separated from Fiat and became an independent company.

What impacts has Ferrari had on the industry and culture?

Ferrari is known for its winning culture, with a strong emphasis on performance and excellence. The company’s unique design approach ensures that each model is distinct and holds a heritage value, leading to high customer loyalty. Ferrari has shown resilience in adapting to industry changes, such as the shift towards hybrid technologies.