Ferrari Life-style: Nurturing Desires

MARANELLO, Italy — Ferrari is “the symbol of a relentless will to progress,” mentioned the corporate’s govt chairman John Elkann on Thursday.

Ferrari can also be distinctive, mentioned chief govt officer Benedetto Vigna throughout the firm’s Capital Markets Day, because the model unveiled its e-building, the chassis of its first electrical automotive and revealed it has revised its 2025 gross sales steering upward to attain gross sales that may prime 7.1 billion euros, up from greater than 7 billion euros within the earlier forecast.

“Racing, sports cars and lifestyle, it’s the interplay that defines our essence. We are unique because we are inclusive and exclusive, we nurture the dream of the Tifosi [fans] but we fulfil the dream of a few, and as a company we have these three dimensions that make us unique.”

Three years after its final Capital Markets Day, chief model officer Carla Liuni defined how the model’s life-style supply helps fulfill the will of “Ferrariness,” elaborating on the alternatives made to date, the evolution of product and buyer expertise and future ambitions.

“Ferrari is a brand that is about culture,” she mentioned on the firm’s sprawling headquarters in Maranello, and “we all see the current incredible cross-pollination between fashion and sports,” as photographs of Beyoncé, Blackpink’s Lisa, Sylvester Stallone and Mick Jagger posing by Ferrari Supercars and Grand Tourers appeared behind her on the stage.

Liuni mentioned the place to begin in creating Ferrari’s life-style section “has always been the brand — iconic, powerful and unique in its duality.” That lies in the truth that it’s each inclusive, “inspiring the dream of many, the fans all over the world,” due to Ferrari’s racing legacy, but additionally unique, approachable by few.

Ferrari’s trend collections have been designed by former Giorgio Armani and Pal Zileri designer Rocco Iannone since November 2019, with the primary trend present held in June 2021. Liuni mentioned Ferrari was inspired by the outcomes. “Our offer resonates well with our Ferraristi, representing 15 percent of total clients equal to over 50 percent of sales with a repeat purchase and average ticket compared with non- Ferraristi, with a ratio of three to one.”

The ladies’s section has grown, now representing 35 p.c of clientele, and is youthful, aged between 30 and 40, “spending more, buying full looks compared with single pieces.”

Liuni trumpeted “an incredibly captive audience unified by a common passion,” a group of Ferraristi and Tifosi assembly on the Grand Prixs, Cavalcades, Pebble Beach, or Le Mans to call a number of, reinforcing “a sense of belonging.”

She mentioned the event of the approach to life section, by way of a “deliberate focus on brand enrichment, experience enrichment and community growth, is not opportunistic but a long-term choice. We want to grow at the right pace and while at this stage it’s not material for the overall business, we have the ambition to deliver an operating profit in line with the rest of the company in six years.”

Elevation, irrespective of which classes or what the worth level, is likely one of the key priorities.

Liuni spoke of “an incredibly captive audience,” the 180,000 Ferraristi house owners of a Ferrari and the  400 million followers.  

Given such a various and broad viewers, Ferrari launched a tiered strategy focused to their wants, with the one-of-a-kind and made-to-order Atelier items, such because the Maranello clutch impressed by the traces of the Daytona SP3, made within the manufacturing facility, using the identical applied sciences and artisanal processes used on the vehicles, in addition to the extra inclusive Scudetto vary.

“Every fan wants to go back home with memories,” mentioned Liuni, therefore the limited-edition merchandise when it comes to particular colours, graphics, supplies and suits created for the Miami, Montecarlo or Monza races, for instance.

The model assortment contains sweaters, small and enormous leather-based items launched a few years in the past, and Cavallino sun shades. “Interestingly, here we see great progress toward brand elevation — in 2023 our top three selling categories were caps, shirts, jumpers [sweaters], and between 2024 and 2025 we saw bags as our number-one category followed by outerwear — with our signature bomber — and jumpers with a much higher average ticket.”

As a part of this elevation, Ferrari has slashed licensing and “given dignity to collectibles, real  pieces of history,” Liuni mentioned, and expanded an in-house workforce, “pushing creativity. Without people, these would just be words on paper. All this has translated into significant progresses and consistency of results.”

At the tip of January, Ferrari will open a flagship on Bond Street in London, adopted by one other in New York’s SoHo. “We waited quite some time before opening in such important cities — because for us this is not a numbers game so we will expand very selectively,” mentioned Liuni.

At the identical time, the purpose is to strengthen strategic partnerships for complementary classes equivalent to watches, eyewear and video games.

Offering immersive experiences can also be a part of this technique. The Ferrari museums in Maranello and Modena, and the theme parks in Abu Dhabi and Barcelona appeal to tens of millions of holiday makers, she mentioned, including that “2024 has been a record year for our museum and 2025 is on track to do even better — we are among the top 10 most visited museums in Italy competing with the Colosseum and the Uffizi.”
Il Cavallino restaurant close to the Ferrari plant reopened a number of years in the past can also be an attraction, with the “supercar menu highly appreciated.”

Elkann additionally unveiled a pioneering instructional hub in Maranello offering technical information and referred to as M-tech Alfredo Ferrari to be accomplished in 2029, the centenary anniversary of the Scuderia.

Ferrari can also be marking 10 years since its preliminary public providing and Elkann mentioned the corporate has launched 41 new sports activities vehicles within the decade, invested 6.5 billion euros in capital expenditures, doubled its workforce to round 6,000 individuals and filed 883 patents, 144 of them in 2025 alone.

The firm expects gross sales of 9 billion euros in 2030 and earnings earlier than curiosity, taxes and depreciation of at the very least 3.6 billion euros.