Enzo Ferrari - The man who created the legend Part 4 of 4:
Image source: Ferrari Enzo. By Calreyn88 - Own work, CC BY-SA 4.0, https://commons.wikimedia.org/w/index.php?curid=153872673
Chapter 10: Ferrari in the 21st century - luxury, technology and hypercars
When you say the name "Ferrari" today, it conjures up more than seven decades of automotive history. And yet the image that Ferrari embodies in the 21st century has changed - subtly but fundamentally. The brand that once stood for hand-built sports cars, brutal V12 engines and the myth of Maranello is now much more: a synonym for technology, exclusivity, global visibility and cultural icon.
Ferrari did not have to reinvent itself in the new millennium - but it did have to reposition itself. And this in a world that was changing rapidly: ecologically, technologically, geopolitically and economically. If you want to stay at the top, you not only have to drive fast, but also think strategically and lead emotionally. Ferrari has done just that - in a balance that few can achieve.
Ferrari today: between tradition and transformation
The first impression: Ferrari has remained true to itself. The sound, the design, the exclusivity - it's all there. But a deeper look reveals that the brand has changed fundamentally without losing its DNA. Today, it operates as a global luxury company with high-tech aspirations. And it does so with a self-confidence that few brands can credibly embody.
Ferrari is no longer just a car manufacturer, but an experience and cult brand. It is no longer just about speed, but about uniqueness - in form, sound, technology and sense of ownership. Whether it's a road-legal super sports car, a limited edition special model or an experience on the company's own race track - everything follows one goal: emotion through excellence.
Globalization Ferrari
In the 1950s and 60s, Ferrari was an Italian phenomenon that shone out into the world. Today, it is a global company with an Italian heart. Customers come from Shanghai, Dubai, Beverly Hills or Zurich - and they all expect the same thing: uncompromising quality, technical perfection and a product that is not available, but desirable.
Ferrari did not respond to this internationalization with mass production, but with intelligent diversification. The model range was expanded, the personalization options multiplied, the approaches to the brand redefined - without losing its nimbus.
Luxury as an attitude, not just a price
Ferrari's understanding of luxury goes far beyond materials and margins. It is a luxury that is defined by clarity, consistency and character. A Ferrari is not an "accessory", but a decision - for style, performance, craftsmanship and self-control.
In Maranello, every customer is selected, every model is limited in a controlled manner and every order is managed on waiting lists. Not everyone who wants to buy gets a Ferrari - and that is precisely what makes it so special. This deliberate exclusion mechanism does not create arrogance, but aura. And it is not only accepted by customers, it is celebrated.
Technology as an expression of dominance
The 21st century is the age of technology - and Ferrari recognized early on that technical superiority is a brand criterion not only on the race track, but also on the road. Where other manufacturers rely on collaborations, Ferrari develops almost everything itself: from the drivetrain to the control electronics.
Hybrid drives, software integration, lightweight construction using carbon fiber composites, active aerodynamics - Ferrari masters all of these disciplines at a world-class level. The claim is not just "fast", but precise, intelligent and intuitive.
And Ferrari remains true to its philosophy: technology must never be an end in itself. It must serve the driver, not replace him.
Hypercars - the crowning glory of engineering
A Ferrari is always special - but some models outshine them all. The hypercars, such as the Enzo, the LaFerrari or the SF90 XX Stradale, are more than just fast cars. They are technological monuments, border crossers between art and science, between fiction and reality.
Ferrari uses these models not only to demonstrate performance, but also to position itself culturally: they show the world what is possible when no limits are set - neither in terms of budget nor vision.
And at the same time, they create scarcity: quantities in the three-digit range, hand-picked buyers, auction prices in the millions. Hypercars are Ferrari's way of celebrating itself - and redefining itself at the same time.
Ferrari in the 21st century
What defines Ferrari today is not just the technology, the design or the price - it's the attitude. At a time when many brands are focusing on volume, influencer marketing or technology fetishes, Ferrari remains true to itself: quiet, strong, iconic.
The company is not talking about disruption, but evolution. It does not show what is possible - but only what it considers to be right. Ferrari does not chase after every fashion. It sets standards, with patience, with pride and with a deep understanding of what its customers are really looking for: a connection to history - and a piece of immortality.
Ferrari in the present day
Ferrari in the 21st century is no longer the same company it was 50 years ago - but it has the same spirit. It has opened up, professionalized, globalized - but never gutted itself. The myth lives on because it is constantly renewed - without bending.
The future is electric, digital, sustainable. But Ferrari shows: Even in this world, there is room for desirability, craftsmanship, emotion - and speed. And that makes the brand more relevant today than ever.
10.1 - The Ferrari Enzo - Enzo's spirit in modern times
When Ferrari presented the Ferrari Enzo in 2002, it was clear that this car was no ordinary model. It was more than just a Hypercar. It was a homage, an icon, a technical manifesto - and perhaps the purest statement of what Ferrari claimed to be in the new millennium.
Named after the legendary founder Enzo Ferrari, the car was not just a tribute to his name, but an attempt to distil his philosophy on four wheels. No other production model of the modern era carried his DNA so directly - emotionally, functionally, ideologically.
The genesis: a technical demonstration of power
Originally, the Enzo was not planned as a tribute. Internal sources report that the project, codenamed FX, originally started under the premise of celebrating Ferrari's 55th anniversary with an F1-inspired road car. However, it quickly became clear that this vehicle would be more than just a limited series.
The design brief to Pininfarina was as simple as it was radical:
"Design a Ferrari where the styling comes from the technology - not the other way around."
The result was an angular, futuristic, uncompromising design with a front spoiler reminiscent of an F1 nose piece, as well as gullwing doors, deep air intakes and a thoroughly functional body. For many, it was love at second sight - but those who understood the technology recognized immediately: this was not about beauty - this was about truth.
Technology from Formula 1 - without filters
The Ferrari Enzo was a car that transferred F1 technology to the road like no other model before it. Almost every aspect was directly adapted from or inspired by the premier class:
Carbon fiber monocoque: fully implemented in a Ferrari for the first time
Carbon-ceramic brakes: standard - still a novelty at the time
Transmission with electrohydraulic shifting: sequential, in 150 milliseconds
Active aerodynamics: automatically adjustable spoilers and air guiding structures
Wind tunnel-optimized shape: with downforce comparable to an F1 car at 300 km/h
The drive was a newly developed 6.0-liter naturally aspirated V12 engine with 660 hp, 657 Nm of torque and a free-revving performance up to 8,200 rpm. The Enzo accelerated to 100 km/h in 3.6 seconds and reached over 350 km/h - without a turbocharger or hybrid module.
Focus on the essentials
Driving a Ferrari was no easy task - and that was exactly the intention. The car had no ESP, no ABS in today's form, no electronic driving aids that wrapped the driver in absorbent cotton.
The goal was clear: anyone who drives an Enzo should be able to control it. Not the other way around.
The interior was spartan. No luxury extras, no multimedia system, hardly any comfort features. Instead:
Exposed carbon structures
Fixed sports seats
Digitized instruments with a focus on speed
Just one goal: maximum concentration on the road
For many, the Enzo was therefore the last "analog" super sports car, even though it was technically ahead of its time. It combined raw power with high-tech - but always under the control of man, not machine.
Limitation, exclusivity and myth-making
Only 400 examples were built - 399 of them officially for customers, one remained in the factory for exhibitions. Later, an additional Enzo was produced and dedicated to Pope John Paul II - later auctioned off for the benefit of tsunami victims.
The selection of customers was not based on order, but on Ferrari's decision. Only those who were considered particularly loyal or deserving - long-standing collectors, racing drivers, celebrities with a Ferrari- were allowed to buy. The list price was around €660,000, but the value doubled just a few years after production ended. Today, the market price is over €3 million - and rising.
Reception: Controversial, revered, immortal
When the Enzo appeared, the experts were divided. Some journalists praised the technology, others criticized the design. Some called it "cold" or "too serious", others spoke of the purest Ferrari since the F40.
But over time, one image prevailed: The Enzo was not a car for everyone - but a car for Ferrari. For those who felt what Enzo Ferrari meant when he said:
"I don't build cars. I build dreams."
Enzo lives - in carbon, sound and character
The Ferrari Enzo was not a marketing product. It was a technical homage to the founder, a declaration of love to Formula 1, a mantra from Maranello.
It closed a chapter - and opened a door at the same time. Because what followed - LaFerrari, SF90, Daytona SP3 - is inconceivable without the Enzo. It was the father of the modern hypercar, but also the last true Ferrari that was completely driven by emotion and honor.
In a world that is becoming increasingly digitalized, electrified and regulated, the Enzo remains a beacon of mechanical high culture. It is not a classic car. It is a monument - to Enzo Ferrari. And for the idea that technology is at its best when it is driven by heart and hand.
Image source: Ferrari LaFerrari. By Matyáš Solařík - Own work, CC BY-SA 4.0, https://commons.wikimedia.org/w/index.php?curid=145522304
10.2 - LaFerrari - Hybrid, high-tech and homage
When Ferrari presented the LaFerrari in 2013, it quickly became clear that the company was entering a new era. The name itself - translated simply as "The Ferrari" - left no doubt as to how the factory in Maranello saw this car: as the culmination of its entire history, as a synthesis of past, present and future. And as a bold answer to the big questions of the 21st century: electrification, efficiency, responsibility - without losing the myth.
The LaFerrari was the brand's first production model with a hybrid drive. But anyone who saw this as merely a reaction to emissions legislation was confusing cause and effect. Ferrari did not use hybrid technology to reduce emissions, but to increase them: more power, more reaction speed, more technological brilliance. It was innovation as an amplifier of the myth - not as a replacement.
A milestone with a pedigree
The LaFerrari followed in big footsteps. It was the direct successor to a legendary bloodline:
288 GTO (1984)
F40 (1987)
F50 (1995)
Ferrari Enzo (2002)
But unlike its predecessors, the LaFerrari was not only faster, more powerful and rarer - it was more complex, more intelligent and more strategic. Because it had to prove that hybridization is not sacrilege, but an evolution that does not contradict the Ferrari, but rather recharges it.
Technology: The first Ferrari
The technical concept of the LaFerrari was radical - but typical Ferrari at its core. It combined:
A 6.3-liter naturally aspirated V12 engine with 800 hp at 9,250 rpm
A KERS system (HY-KERS) with 163 hp electric power
A system output of 963 hp
No plug-in function - the battery was charged purely by braking and motor energy
0-100 km/h in 2.6 seconds, 200 km/h in under 7 seconds, top speed: over 350 km/h
The electric motor sits directly on the transmission input shaft and provides support not only when accelerating, but also when shifting gears and during load changes. The result: seamless, immediate power delivery previously only seen in Formula 1.
The chassis relied on active systems: adaptive damping system, torque vectoring, stability control at motorsport level. Nevertheless, the driving experience remained direct, demanding - and puristic.
Design: Function shapes form
The LaFerrari was designed at the in-house Ferrari Centro Stile, under the direction of Flavio Manzoni. The design was functional but sculptural - a super sports car that embodied aerodynamic efficiency as aesthetics.
Important features:
Low, pointed front with air intakes reminiscent of F1 noses
T-shaped, open rear section for optimum air flow
Active aero elements: movable front flaps, active rear spoiler, diffuser with flaps
Monocoque made of carbon fiber, developed in the F1 department
Every line had a purpose, every angle a calculation. The LaFerrari was not stylized - it was shaped by the wind, shaped for speed.
Driving experience: Hybrid with heart
What set the LaFerrari apart from many other hybrid super sports cars - such as the Porsche 918 Spyder or the McLaren P1 - was its immediacy. While others focused on electric range or purely electric driving, Ferrari made it clear: the electric motor is a tool of emotion here.
The response of the V12 became almost telepathic thanks to the electric boost. The accelerator pedal response was electrically fast without losing any of its naturalness. The sound - a symphony of mechanical roar and digital rumble - was unique.
And despite all the technology, the LaFerrari remained a car for drivers. No over-digitalized cockpit, no exaggerated interface - just the essentials, cleanly staged.
Limitation: exclusivity with a system
From 2013 to 2015, 499 Coupés were built. If you wanted to buy one, you had to be invited by Ferrari . It wasn't enough to be rich - you had to be part of the family: a long-standing customer, collector, racing driver, brand ambassador.
In 2016, Ferrari followed up with the LaFerrari Aperta - an open-top version to celebrate the brand's 70th anniversary. Only 210 examples were built. Here too: Invitation instead of order. Demand was so high that Ferrari had to cancel potential customers in writing - a rarity in the luxury segment.
Symbolism: Ferrari becomes the future
The LaFerrari was much more than a top-of-the-range technical model. It was a symbol. For Ferrari internally, it was an assurance that it was still possible to lead in the new century. For the fans, it was a sign that modernity and myth are compatible. For the market, it was a reminder that electrification is not synonymous with a loss of emotion.
And it was a milestone for the brand itself:
The first Ferrari to show that the future could not only be electric, but electrically charged - both literally and figuratively.
Hybrid as homage, not heresy
The LaFerrari was an homage - to technology, to history, to Enzo. It showed that Ferrari can reinvent itself without giving up on itself. That electrification is not the end of driving pleasure - but the beginning of a new dimension.
In its limited, uncompromising and passionate way, the LaFerrari is perhaps the most perfect modern Ferrari ever. It combines the rawness of the Enzo with the intelligence of the 21st century - and remains completely Ferrari.
He didn't just write history - he wrote the next one.
Image source: Ferrari Daytona SP3. By Prova MO - Own work, CC BY-SA 4.0, https://commons.wikimedia.org/w/index.php?curid=161474551
10.3 - Daytona SP3, Monza SP & Icona Series - Past becomes product
In a world in which car manufacturers are increasingly thinking in terms of efficiency, electrification and mass individualization, Ferrari has set a counter-impulse - an exclusive, courageous and deeply loyal to the brand. With the Icona series, Ferrari has been launching a series of strictly limited vehicles since 2018 that reinterpret iconic models from the brand's history. No reproductions, no restomods - but modern supercars with the spirit of past heroics.
The Monza SP1/SP2 and the Daytona SP3 are more than just vehicles - they are mobile works of art, emotional bridges between eras and strategic brand ambassadors. Ferrari demonstrates that history is not a burden, but a catalyst for desirability and differentiation in the high-luxury segment.
Ferrari Icona - the idea behind the series
The Icona series was created to establish a new product line beyond the regular model range. While GT models such as Roma or Portofino, super sports cars such as the 296 GTB or SF90 and the limited hypercars such as LaFerrari cover specific segments, Icona is aimed at collectors, enthusiasts and history lovers with a deep understanding of the brand.
The basic idea:
Design language from the 1950s to 1970s
Modern technology and performance from current models
Small series production with hand-picked customers
Not a reissue, but a stylistic reinterpretation
The models are not for free sale. Ferrari selects the buyers - based on customer history, loyalty and brand loyalty. Prices are in the seven-figure range - even before any customization.
Image source: Ferrari Monza SP1. By Alexander Migl - Own work, CC BY-SA 4.0, https://commons.wikimedia.org/w/index.php?curid=73345498
Monza SP1 and SP2 - The beginning of a new line
The Icona series kicked off in 2018 with the Monza SP1 and SP2 - two models reminiscent of the legendary Ferrari Barchettas of the 1950s, such as the 166 MM or the 750 Monza. Characteristic: no roof, no windshield, no multimedia system - purist driving with full confrontation with the road.
SP1: Single-seater - radical, lonely, uncompromising
SP2: Two-seater - same technology, more everyday use
Engine: 6.5-liter V12 from the 812 Superfast with 810 hp
0-100 km/h: 2.9 seconds
Top speed: over 300 km/h
Production: 499 units in total
Despite - or perhaps because of - the limited edition, both models sold out immediately. The Monza SP are driving sculptures, emotional luxury in its purest form. They have no practical use - but that is precisely where their value lies: they celebrate the unnecessary as the most valuable.
Daytona SP3 - Ode to the golden racing era
In 2021, Ferrari presented the second model in the Icona series: the Daytona SP3 - a tribute to the famous Ferrari of the 1960s, in particular the legendary triple victory at the 1967 24 Hours of Daytona with the 330 P3/4, P4 and 412P.
The Daytona SP3 is the most radical production car Ferrari has ever put on the road - a visual and technical statement.
Engine: 6.5-liter naturally aspirated V12 engine, 840 hp at 9,250 rpm
Drive: purely mechanical, no hybrid, no turbo
Chassis: Full carbon monocoque, first F1 technology for a road model
Design: Flat front, closed wheel arches, slats at the rear - all inspired by 1960s racing cars
Interior: mixture of minimalism and futuristic sculpture
Production: 599 units, all sold in advance
With the SP3, Ferrari showed that even in the age of hybridization, it is still possible to build vehicles that inspire purely through their engine and craftsmanship. The Daytona is a manifesto - against the current, for the feeling.
Why this series is so successful
The Icona series is not only commercially successful - it is strategically brilliant. Ferrari has achieved the following:
Preserving brand memory: The models are reminiscent of victories, icons, forms of past decades - and thus activate emotional customer loyalty.
Limited desirability: Exclusive quantities and restrictive buyer selection create collector's values - sometimes with massive increases in value after delivery.
Brand differentiation: No other manufacturer interprets its history at this level with this consistency - Porsche makes restomods, Aston Martin reproductions, but Ferrari transforms the past into the future.
Avoiding cannibalization: The Icona models do not affect the standard portfolio - they stand above it, next to it, in a sphere of their own.
Emotionalizing the future: In times of transformation, the series conveys: Ferrari remains Ferrari - with heart, history and attitude.
Ferrari becomes the curator of its own legend
With the Icona series, Ferrari is not only a product developer, but also the curator of its own legend. The Monza SP1/SP2 and the Daytona SP3 show that memory does not mean standing still - but inspiration.
These models make it clear that the past isnot a museum at Ferrari , but a raw material. It is shaped, refined, embodied - as a vehicle, as an idea, as a symbol.
And that is precisely what makes them so valuable for customers - and so irreplaceable for the brand.
10.4 - The entry into the SUV world: Purosangue
It was one of the most talked about announcements in the automotive world: Ferrari is building an SUV. For decades, it was considered dogma from Maranello that they would never offer such a vehicle. The term "SUV" was treated almost as a dirty word - a symbol of the mass market, comfort-oriented thinking and compromises in driving dynamics.
But reality caught up with even Ferrari . The market for luxurious, high-performance sports SUVs exploded. Brands such as Porsche (Cayenne), Lamborghini (Urus), Bentley (Bentayga) and even Aston Martin (DBX) showed that there was not only demand but also enormous margin potential in this segment. And although they took their time, it was clear that Ferrari had to react - or risk losing a decisive customer base to others.
Not an SUV, but an "FUV"
When Ferrari officially unveiled the Purosangue in 2022, those responsible immediately emphasized
"This is not an SUV. It is a Ferrari. A Purosangue - a 'pure blood'."
The choice of name alone was a statement: Purosangue - "thoroughbred" - a term that stands for pure breeding and genetic clarity in equestrian sport. Ferrari thus made it clear: this vehicle is not a compromise, but a new chapter - written in its own style.
Technically, visually and conceptually, the Purosangue clearly stands out from other SUV models in the segment.
Image source: Ferrari Purosangue. By S5A-0043 - Own work, CC BY 4.0, https://commons.wikimedia.org/w/index.php?curid=151791671
Design: flowing power instead of angular armor
Even at first glance, it is clear that the Purosangue is not a classic SUV with a raised body and martial presence. Instead, it is reminiscent of a GT coupé on stilts - muscular, aerodynamically streamlined, with a low center of gravity and elongated proportions.
Elegant lines, inspired by Roma
Active aerodynamic elements (e.g. on wheel arches and underbody)
Rear doors that open in opposite directions - a Ferrari first
Concealed door handles, integrated air intakes, clever light graphics
Not a classic SUV massif - but a flowing, almost sports car-like silhouette
Ferrari deliberately avoided "pseudo off-road" details such as underride protection or rough paneling. The Purosangue is not a lifestyle car for gravel routes - but a sports vehicle with everyday comfort.
Technology: V12 instead of downsizing
Probably the most surprising decision was to launch the Purosangue with a classic, naturally aspirated V12. While competitors had long since opted for hybrid or turbo V6/V8 engines, Ferrari relied on purism and emotion.
6.5-liter V12 with 725 hp
High revs up to 8,250 rpm
0-100 km/h in 3.3 seconds
Top speed over 310 km/h
All-wheel drive, for the first time in combination with front-mid engine and transaxle layout
Active suspension with Multimatic TrueActive damper system
This configuration ensures particularly balanced handling, with plenty of grip and the precision typical of a sports car. The V12 was retuned for the Purosangue - with linear torque build-up and an emotional sound. The result: an SUV that sounds like a super sports car and can also be driven like one.
Interior: GT luxury with Ferrari
The interior of the Purosangue is modern, luxurious - and at the same time driver-oriented. Ferrari has dispensed with a central touchscreen and opted for digital instrumentation in front of the driver and an optional display on the passenger side.
For the first time, Ferrari:
Four individual seats (no rear bench)
Electrically adjustable rear seats
Full-size luggage compartment with fold-down backrests
Increased ease of entry
Individually configurable materials, colors and details
The interior has an elegant, minimalist and very high-quality look. The materials - leather, Alcantara, carbon - are consistently geared towards sporty luxury. Everything is driver-centered, but without sacrificing comfort.
Positioning: Ferrari remains selective
Despite the market demand and the huge economic potential, Ferrari emphasized this from the very beginning: The Purosangue will be produced in limited quantities. The aim is not to conquer market share, but to expand the Ferrari without cannibalization.
The number of units should be around 20% of total production - enough to be visible, but not so much that exclusivity suffers. At around €400,000, the price is well above the segment average - deliberately to preserve the Ferrari.
Reception: Courageous, controversial - and successful
The trade press was enthusiastic - and surprised. Many had expected a soft-edged SUV, but the Purosangue is a genuine Ferrari: uncompromising, independent and technically ambitious.
Some purists may still struggle with the idea of a four-door Ferrari. However, the success proves the company right: the Purosangue was sold out even before the market launch, with waiting lists for several years.
SUV? Maybe. Ferrari? Definitely.
With the Purosangue, Ferrari hasnot followed the SUV trend - it has redefined it. The vehicle is not a concession to the market, but an expression of how Ferrari can transfer its DNA into new segments.
Instead of mass market, the motto is: limited size, unlimited ambition. The Purosangue is proof that Ferrari can still break new ground in the 21st century - without losing itself.
10.5 - Electromobility and Strategy 2030: Ferrari without a V12?
Ferrari - it has always stood for roaring naturally aspirated V12 engines, high-revving V8s, emotional mechanics and gasoline in the blood. No other brand has glorified the combustion engine as iconically as the Scuderia from Maranello. A Ferrari is all about sound, feeling, reaction. About the connection between man, machine - and engine.
But the 21st century is putting this ideal to the test. CO₂ emission limits are tightening worldwide, and many countries have already announced bans on combustion vehicles from 2035. The EU, the USA and China are all focusing on electromobility as the main pillar of future mobility. Ferrari must also face up to this reality.
The question is therefore no longer whether Ferrari will go electric - but how.
External pressure - law, market, morality
Ferrari still enjoys certain regulatory privileges. As a low-volume manufacturer, the company is allowed to take advantage of special technical regulations, such as longer transition periods for emissions standards or CO₂ fleet targets. However, these exemptions will also increasingly expire in 2026/2030.
At the same time, the world of customers is changing. In emerging markets such as China and the Gulf States, electric power is increasingly becoming a status symbol. And even in established markets, the number of ultra-high-net-worth individuals who value sustainability, progress and a fascination with technology is growing - without sacrificing exclusivity.
Ferrari is thus faced with a balancing act: how do you stay Ferrari when the world no longer wants Ferrari ?
Strategy 2030 - The path to an electric future
Ferrari has published a detailed outlook for its long-term product and technology direction in 2022. The core elements of the 2030 strategy are as follows:
CO₂ neutrality of the company by 2030
New factory for electric and hybrid vehicles in Maranello
Launch of the first fully electric Ferrari in 2025
By 2030:
- 40 % hybrid models
- 40 % fully electric models
- 20 % combustion engines without hybridization
This makes it clear that Ferrari is not completely abandoning the combustion engine, but is establishing a three-pronged system that is intended to address various customer needs - while preserving the emotional integrity of the brand.
The "e-building" - the new high-tech factory
In June 2023, Ferrari completed the construction of the "e-building" in Maranello - a state-of-the-art production facility for electric drives, battery modules, inverters, electric motors and hybrid architectures. This facility will not only be used for the Ferrari Ferrari from 2025, but will also enable the complete integration of electrification into the Ferrari.
The special feature: Ferrari remains true to itself here too and relies on maximum in-house control. Instead of working with suppliers such as Bosch or LG Energy, Ferrari develops its own software, battery and motor units - a bold but brand-compliant approach.
Because a Ferrari doesn't just have to drive fast - it has to feel like a Ferrari . And this is only possible if every screw, every module and every impulse is under the supervision of Maranello.
The first Ferrari Ferrari - what can we expect?
Ferrari has announced the first purely electric production model for 2025. Not much is officially known yet, but some details are foreseeable:
No SUV shape - it will be a sporty GT or coupé with futuristic elegance
Single or twin-engine configuration with over 1,000 hp
All-wheel drive with torque vectoring
Active sound architecture - presumably with artificially generated sound based on physical real-time data
Battery and control technology developed in-house
Important: Ferrari is not working on copying the V12 - but on creating something new with the same emotional value. It is not intended to be a simulator, but a new chapter Ferrari.
Emotion without explosion - is that possible?
The biggest challenge remains the emotionalization of electric driving. Because a Ferrari is more than just a technical package. It is staging, sound, feeling. The big question is therefore:
Can a Ferrari be electrified - and still sound, feel and drive like a Ferrari ?
Ferrari wants to solve this in several ways:
Torque staging: electric motors should not simply deliver everything immediately, but should consciously "breathe" like a combustion engine
Noise generation: No artificial engine noise, but amplified acoustic feedback from the real drive system (electric motors, transmission support, air flow)
Intelligent driving characteristics: software control that tangibly modulates driving-related elements such as braking behavior, load changes and feedback
Weight reduction through ultra-light architecture - to enable maximum agility despite the battery unit
Ferrari knows that it's not just about performance. Every manufacturer today can generate 1,000 hp. But no one stages it like Ferrari. This is exactly what the electric future will be like.
Will the V12 disappear?
As emotional as the discussion is, technically it is almost a foregone conclusion. The naturally aspirated V12 engine, as still used by Ferrari today in the 812 Competizione or Daytona SP3, will no longer be approved for road use in the EU by the end of the 2020s at the latest, unless it is massively electrified or supported synthetically.
However, Ferrari plans to keep the V12 alive for as long as possible, especially for small series, collector models, Icona projects or markets with other regulations (e.g. USA, Middle East).
Intermediate technical steps are also conceivable:
V12 with mild hybrid boost (48V)
Plug-in V12 with synthetic fuel compatibility
Limited race track models without road approval
In fact, this means that the V12 will not disappear overnight. But it will become rarer, more expensive and more exclusive. And at some point - probably after 2035 - it will finally be just a memory.
Ferrari goes electric - but not at will
Ferrari is at the beginning of a new era. Electrification is not voluntary, but it is being implemented in a self-determined way. Ferrari no longer sets the pace alone - but it chooses its own rhythm.
The 2030 strategy shows: Ferrari wants to continue to be innovative, emotional and a leader - while at the same time preserving the brand essence. The first Ferrari Ferrari will not be a compromise vehicle, but a statement. Not a loss, but a new creation.
And the V12? It will not be replaced - but glorified. No longer for everyone - but for those who deserve it.
If Ferrari succeeds in following this path, the company will not only have built legends in the past - but also in the future.
Chapter 11: The cult lives on - Ferrari as lifestyle, icon and investment
Today, Ferrari is more than just a car brand. It is a legend on wheels, a status symbol, an emotional statement - and increasingly also an investment. For decades, the brand has not only captivated car fans, but also collectors, designers, entrepreneurs, artists and investors. The name Ferrari no longer just stands for horsepower and performance, but for an attitude to life. And this is characterized by discipline, exclusivity, identity - and dreams.
The cult of Ferrari is deeply rooted in motorsport history, but today it lives on far beyond the racetracks and roads - in fashion, architecture, art, social media, finance and pop culture. The "Cavallino Rampante" (rising horse) has long been a symbol that everyone knows - even without ever having touched a steering wheel.
Myth and brand power
The Ferrari myth is based on a perfect blend of technology, design and emotion - combined with stories of triumph, tragedy and unwavering determination. It is this narrative superstructure that makes Ferrari so unique. Where other brands thrive on functionality and innovation cycles, Ferrari draws on deep cultural roots. Every Ferrari is not just a car, but a storyteller - and every owner a part of this story.
This emotional bond is consciously cultivated: through the close connection to Formula 1, through exclusive customer events, through limited availability, through design that never succumbs to trends - but outlasts them.
Ferrari is not loud. Ferrari does not have to advertise. Ferrari is.
Lifestyle: Ferrari to wear, see and experience
Since the 2000s, Ferrari has also begun to reposition itself as a lifestyle brand. The idea: people who cannot (yet) afford a Ferrari should nevertheless become part of the world of Maranello - in other ways. The implementation takes place on several levels:
Ferrari Store: Flagship stores in Milan, Shanghai, Los Angeles and Maranello offer clothing, accessories, model cars, furniture and collector's items.
Ferrari Style: The fashion collection under the direction of Rocco Iannone stages Ferrari as a modern fashion brand between sportiness, futurism and Italian heritage.
Ferrari World Abu Dhabi & Ferrari Land Barcelona: theme parks that turn speed and legend into a family experience.
Museums in Maranello and Modena: places of awe and design love - for enthusiasts and aesthetes.
Brand architecture: Ferrari and showrooms worldwide follow a corporate design concept that visualizes luxury, reduction and precision.
Through these measures, Ferrari creates points of contact beyond the engine - and still remains exclusive. Nothing seems arbitrary or mass-produced - everything remains curated.
Icon of pop culture
Ferrari is everywhere. In films, music videos, video games, works of art, collections. From Hollywood to Tokyo, the red flash is a symbol of success, freedom and rebellion - sometimes rocking, sometimes noble, sometimes decadent, sometimes combative.
Films such as "Le Mans '66", "Miami Vice" or "The Wolf of Wall Street" make Ferrari the visual backdrop for border crossers and winners.
In hip-hop culture, Ferrari is synonymous with self-realization - whether for Drake, Jay-Z, Future or Travis Scott.
Artists such as Jeff Koons and Damien Hirst have integrated Ferrari into their works.
In games like Gran Turismo or Forza Horizon, Ferraris are the crown jewels of every digital garage.
The appeal lies in the mix: Ferrari is uncompromising - but connectable. And this makes it a projection screen for lifestyles worldwide.
Image source: Ferrari 599 GTO By YUEO YRUAIN LUKAM - Own work, CC0, https://commons.wikimedia.org/w/index.php?curid=147077518
Ferrari as an investment
In recent years, Ferrari has established itself not only culturally but also financially as an exceptional phenomenon. Today, the brand is regarded as one of the most stable and profitable values in the luxury automotive segment - both in the form of vehicles and as a company:
IPO in 2015: Since then, the share value has multiplied - with high dividend discipline and profitability at the same time.
Classic models such as the 250 GTO, F40, Enzo or LaFerrari regularly fetch tens of millions at auction.
Limited edition new cars such as Daytona SP3 or Monza SP2 are considered "rolling assets" - with extremely low depreciation and high collector potential.
Market scarcity through controlled quantities creates a "scarcity effect" that systematically enables value creation.
A Ferrari is therefore not only an emotional purchase - but increasingly also a strategic investment.
The secret of the cult
What makes the Ferrari cult so lively, so enduring, so globally valid?
Identity: Ferrari is not arbitrary - it is clearly defined.
Exclusivity: Not everyone can own one - and that is precisely what makes it desirable.
Emotion: A Ferrari touches - through design, sound, history.
Experience: Ferrari is not static, but active - in museums, on race tracks, at events.
Narrative: Ferrari is a novel, not a brochure. Every car writes a new chapter.
The myth becomes a brand - and yet remains untouchable
Ferrari today is more than what Enzo Ferrari ever imagined - but still exactly what he wanted. A brand with soul. A machine with character. A symbol of determination, beauty, performance and style.
It is no coincidence that Ferrari has been able to develop from a workshop in Modena into a cultural world power over the decades. It is the result of vision, discipline - and a deep conviction:
"Ferrari is not a product. Ferrari is an experience."
And this experience will be more coveted than ever in the future - on the road, in your head, in your heart. The cult lives on.
11.1 - Ferrari as a collector's item - auctions, records and legends
A Ferrari is not just a car - it is a time capsule, a work of art, a living myth on four wheels. And for many people, it is more than that: an object of desire, prestige and, increasingly, value creation. In the world of automotive collectors' items, Ferrari has long since become the ultimate currency. No other brand achieves such regular top prices at auctions, makes so many headlines in collectors' circles - and remains as iconic as it is emotional.
Ferrari is the Rolex of the road, the Picasso of garages, the Bordeaux of sports cars. And in this role, a cosmos of its own has developed around the brand: made up of collectors, auctioneers, historians, speculators, museum directors and drivers. It is a market with its own rules - and its own legends.
The beginnings: from sports equipment to cult object
Until well into the 1980s, many classic Ferraris were still regarded as valuable, but active sports cars. There were collectors - but hardly any speculative investors. Models such as the 250 GT SWB, the 275 GTB or the Daytona were loved, used - and often driven on race tracks. But with the international rise of the classic car market in the 1990s and 2000s, the picture began to change.
Central to this was a model that is still considered the crown jewel of collector culture: the Ferrari 250 GTO.
The 250 GTO - The Holy Grail of automotive history
Built between 1962 and 1964 in just 36 units, the 250 GTO was a homologation vehicle for the FIA GT class. But more than that: it was the perfect combination of technology, beauty and motorsport history.
V12 Colombo engine with 300 hp
Aluminum body from Scaglietti
Racing successes at the Targa Florio, Le Mans, Tour de France
Chassis numbers with complete history
Prices were already rising rapidly in the 1980s. In 1988, more than 10 million dollars were paid for the first time. In the 2010s, the GTO broke all records:
2014: 250 GTO chassis 3851GT for 38 million US dollars (Bonhams, Monterey)
2018: 250 GTO chassis 3413GT for 48.4 million US dollars (RM Sotheby's)
Private deals: According to insiders, individual GTOs were traded for up to 70 million dollars
The GTO is more than just a car - it is a cult object on a Mona Lisa level. And its success acts like a beacon to all other Ferraris - because it shows: Ferrari is collectible. And at a world-class level.
Auction houses and Ferrari - a symbiotic relationship
The major auction houses - above all RM Sotheby's, Gooding & Co., Bonhams and Artcurial - have discovered Ferrari as the king category. Many hold special Ferrari, publish collector's catalogs with lovingly documented models and curate events at Pebble Beach, Villa d'Este or Amelia Island.
What makes a Ferrari suitable for auction:
Originality: Matching numbers for engine, gearbox, bodywork
Provenance: racing history, prominent previous owners, rare specifications
Condition: restoration quality, patina, documentation
Limited edition: small series, prototypes, special paint finishes
Zeitgeist: Media impact, market sentiment
Top Ferraris usually fetch prices in the seven- or eight-figure range, some even significantly higher.
Model overview: The most valuable Ferrari
Here is an overview of some of the most sought-after models on the collectors' market:
There are also unique pieces such as the LaFerrari Aperta no. 210 (auctioned for UNICEF), which fetched over 10 million euros in 2017 - the most expensive new car of all time.
Collector profiles - Who buys Ferrari?
The typical Ferrari is not a uniform type. Rather, several groups can be distinguished:
The historians: Often European or American collectors who concentrate on classic models - with a focus on originality and history.
The racers: people who actually drive their vehicles at events such as Le Mans Classic or the Mille Miglia.
The investors: Newcomers from Asia, the Middle East or the USA who deliberately use Ferraris as an investment instrument.
The brand loyalists: Ferrari who purchase modern vehicles directly from the factory - with the aim of qualifying for limited special models through collector loyalty.
The curators: museums, foundations, collections - such as the Ralph Lauren Collection, the Petersen Museum or the Museo Ferrari itself.
What they all have in common is that Ferrari is more than just a car. It is an artifact - with return on investment, emotion and prestige.
Races, rallies and concours - Ferrari on the move
Many Ferrari are not content to sit in their garages. They actively take part in exclusive events:
Cavallino Classic (Palm Beach)
Villa d'Este Concours (Como)
Pebble Beach Concours d'Elegance (California)
Ferrari Cavalcade (for invited customers only)
Tour Auto & Mille Miglia (for historic models)
Not only are vehicles exhibited here - they are driven, cheered and celebrated. Ferrari lives - also as a collector's item - through movement, history and community.
Risks and trends in the collectors' market
Like every market, the Ferrari is subject to cycles. The 2013-2017 boom was followed by a slight correction. However, confidence in Ferrari as a collector's brand remained unbroken. Important trends:
Young classics such as the Enzo, F50 and LaFerrari are catching up strongly in terms of price - as new generations collect
Originality is becoming more valuable than restored perfection - "matching numbers" are worth their weight in gold
Unique specifications (e.g. special lacquers from Tailor Made) generate increasing demand
Influenced by e-mobility: the last V12 models are becoming a rarity
Climate policy and regulation do not (yet) play a major role - classic cars are considered a cultural asset
Overall, Ferrari is considered to be one of the most stable collecting markets of all - with high liquidity, global demand and institutional anchoring.
Ferrari - not just drivable, but immortal
Ferrari is not just a car - it is a value carrier. Historically, financially, culturally. It combines the beauty of a sculpture with the power of a racing car - and offers owners the rare opportunity to invest in a piece of moving history.
As a collector's item, Ferrari is now in a league of its own. No other brand combines so many facets: motorsport, design, heritage, technology and myth. And no other offers such a romantic return on investment.
A Ferrari in the collection is not just a trophy - it is a part of eternity.
Image source: By Choo Yut Shing from Singapore, Singapore - Racing Singapore, CC BY 2.0, https://commons.wikimedia.org/w/index.php?curid=141561360
11.2 - Brand universe: fashion, watches, licensed products
Ferrari - for many, this is a red sports car thundering over Italian asphalt. But Ferrari has long been more than just a car brand. Over the decades, the red icon from Maranello has created its very own brand universe that extends far beyond the vehicle itself. Whether exclusive fashion, high-quality accessories, licensed technical products or collector's items - Ferrari has become a lifestyle that can be worn, experienced and owned, even without a super sports car in the garage.
Ferrari cleverly balances exclusivity and accessibility: on the one hand, the myth remains elitist and curated, while on the other, selected products allow you to bring a piece of Ferrari into your everyday life - and thus become part of the legend.
Fashion with identity - Ferrari Style
One of the most ambitious chapters in the Ferrari is the field of fashion & high-end apparel. What used to be mainly T-shirts and merchandising for fans has been transformed into a serious, independent fashion brand since the 2010s - with clear aesthetics, Italian tailoring and global aspirations.
Since 2019, creative director Rocco Iannone, a fashion designer who has worked for Giorgio Armani, Dolce & Gabbana and Pal Zileri, has been at the heart of the company. His goal: Ferrari fashion should not just be fan wear, but a fashion statement. Elegant, sporty, avant-garde - but always in the spirit of the brand.
Features of Ferrari:
Color palette: classic Rosso Corsa, black, yellow - combined with muted tones
Materials: technical fabrics, leather, carbon-inspired textures
Cuts: modern, form-fitting, functional
Topics: Speed, aerodynamics, craftsmanship, Italian heritage
The Ferrari ready-to-wear collection is regularly presented on the catwalks of Milan - with growing media resonance. Ferrari deliberately positions itself not as a streetwear brand, but in the premium designer segment - alongside labels such as Prada, Zegna and Loro Piana.
Ferrari also operates its own flagship stores - for example in Milan, Maranello, Dubai and Shanghai - where fashion, accessories, art and collectibles are curated under one roof.
Clocks - Timekeeping under the sign of the Cavallino Rampante
Ferrari and watches - a relationship with a history. Back in the 1950s, famous drivers such as Juan Manuel Fangio and Alberto Ascari were photographed wearing exclusive chronographs. However, Ferrari's entry into the watch market as a brand came later - and on several levels.
1st Scuderia Ferrari Watches (entry-level segment)
A broad product line under the name "Scuderia Ferrari", licensed through companies such as Movado or Hublot (in earlier years), is aimed at a younger audience:
Quartz or automatic movements
Motorsport-inspired design
Price range: 100-800 €
Available globally in retail stores (department stores, online stores)
This line is an important brand anchor - for people who want to show their enthusiasm for Ferrari without owning a vehicle.
2. Ferrari by Hublot (luxury segment, finished)
From 2011 to 2020, there was a close cooperation with the Swiss luxury watch manufacturer Hublot. The "Big Bang Ferrari" series was characterized by:
Skeleton designs
Materials such as sapphire crystal, titanium, carbon
Elaborate complications
Limited quantities and prices above €20,000
This cooperation was terminated in 2021 - according to rumors, because Ferrari wants to reposition itself in the watch division, possibly with its own high-end brand.
3. future?
Insiders report that Ferrari wants to establish an independent haute horlogerie range under its own control in the medium term - with manufacture movements, collector's series and strong references to design and vehicle technology. The move would be logical: Ferrari controls everything that bears its brand - and a watch today is more than just a timepiece.
Licensed products - desirability in everyday life
In addition to fashion and watches, Ferrari has built up an extensive licensing business that covers many product categories worldwide - with strict quality control and a clear brand policy. The aim: not a mass market, but a selective everyday presence.
Some noteworthy categories:
1. writing instruments
Ferrari licenses exclusive fountain pens, ballpoint pens and notebooks - e.g. through partnerships with Montblanc, Sheaffer and Cross. Fine materials and design accents such as carbon fibers, prancing horse engravings and leather cases make these products popular gifts for collectors.
2. model cars and collector figures
Ferrari cooperates with Bburago, Amalgam, Hot Wheels and other manufacturers. Whether 1:18 miniatures or 1:4 precision models with real leather and metal: the market for Ferrari is huge - especially for limited edition historic racing cars.
3. audio technology and electronics
At times, Ferrari worked with Logic3 and Pioneer on headphones, Bluetooth speakers and car audio systems - with design language from motorsport. This field is currently undergoing realignment.
4. luggage and accessories
Suitcases, rucksacks, sunglasses, sports bags - in cooperation with Ray-Ban, Samsonite or Puma, elegant lifestyle products are offered that combine functionality with motorsport aesthetics.
5. bicycles and e-bikes
With partners such as Bianchi or Colnago, high-quality racing bikes and carbon e-bikes in Ferrari were created - limited, expensive, extremely light. Here too, performance meets style.
Balancing act between reach and relevance
The licensing business isa double-edged sword for Ferrari : on the one hand, it brings the brand into the everyday lives of many fans - on the other hand, it carries the risk of dilution if it is not curated consistently. In the past, there has been criticism of over-licensing - for example with too many low-priced accessories with Ferrari.
Ferrari has responded to this: Today, a particularly strict approval process applies, which checks every product line for:
Design quality
Material standard
Brand fit
Production site
Distribution channels
The result: Ferrari have become fewer - but better. The brand remains visible, but not arbitrary.
Ferrari to wear, carry, keep
Ferrari has managed to stage its brand beyond the vehicle - while preserving its core. Whether through fashion, watches or licensed everyday products: The brand remains proud, independent and controlled. No other car brand manages to oscillate so credibly between haute couture, the luxury industry and motorsport culture.
A Ferrari on your wrist, in your pocket or on your jacket may not drive - but it carries the same spirit: power, style, history.
And that makes it - like the car itself - timeless.
11.3 - Ferrari Experience - Museums, trackdays and community
A Ferrari is more than just a car. It is a myth, a sculpture, a promise - and for many, a way of life. But how can this feeling be made tangible, experienced and shared? This is precisely where Ferrari comes in with a unique strategy: It's not enough to drive a Ferrari - you have to feel it, hear it, live it.
With a dense network of events, museum offerings, customer events, driving experiences and global community ties, Ferrari has created what many luxury brands seek in vain: a lively, active brand world. An experience that goes far beyond horsepower figures - and creates an emotional and lasting bond between customers, fans and collectors and the brand.
Museo Ferrari Maranello - The heart of the brand
The heart of the brand still beats in the place where it all began: Maranello. There, right next to the factory, is the Museo Ferrari Maranello - a stronghold of memory, emotion and aesthetics.
Highlights of the museum:
Historic racing cars from Fangio to Schumacher
Iconic road models from the 166 MM to the LaFerrari
Temporary exhibitions, for example on design, V12 history or Formula 1
Original objects from Enzo Ferrari's office
VR driving experience and interactive simulation stations
View of the in-house Fiorano test track (from outside)
The Museo is not just a place for enthusiasts, but also a pilgrimage destination for families, design students, racing fans and the curious. It tells the story of Ferrari not only chronologically, but also emotionally - with film, light, sound and interior design. It attracts over 400,000 visitors every year.
Image source: Museum Enzo Ferrari Modena. By Kgbo - Own work, CC BY-SA 4.0, https://commons.wikimedia.org/w/index.php?curid=91840336
Museo Enzo Ferrari Modena - architecture meets myth
Just 20 kilometers away in Modena, Enzo Ferrari's birthplace, is the second major museum: the Museo Enzo Ferrari (MEF). This is less technical, but more biographical and conceptual.
The spectacular yellow museum building, which is reminiscent of the hood of a Ferrari , is home to:
Enzo's birthplace - preserved in its original state
Changing design exhibitions
Insights into Ferrari's design process
Special models, studies and prototypes
Multimedia Enzo biography installations
While Maranello is the workshop, Modena is the monument. Together, the two museums form a kind of sacred axis for Ferrari- they frame the myth and make it accessible.
Ferrari Trackdays - Exclusivity on the racing line
For many owners, the true Ferrari only begins on the racetrack. Because only there can you see what the vehicles are really capable of - and what it means to feel "race DNA" on asphalt.
Ferrari organizes so-called trackdays worldwide - exclusive driving events on legendary race tracks such as:
Monza (Italy)
Silverstone (UK)
Spa-Francorchamps (Belgium)
Laguna Seca (USA)
Yas Marina (Abu Dhabi)
The target group is:
Owners of current models (SF90, 296 GTB etc.)
Collectors with special models (FXX, 599XX, Enzo)
Customers from the Ferrari Challenge racing program
What makes Trackdays so special:
Professional instructors (often ex-F1 drivers)
Vehicle technicians and telemetry on site
Catering, hospitality, VIP areas
Networking with other Ferrari
Photography, filming, trophy presentation
Trackdays are not "driving technique training". They are a stage for driving passion - and are staged by Ferrari like a premium event. They strengthen the bond with the vehicle - and with the brand.
Corse Clienti - Driving a Ferrari in a racing suit
The Corse Clienti program is unique - for customers who not only want to drive a Ferrari , but also want torace one. Private individuals can purchase exclusive racing cars directly from the factory and drive them under factory supervision.
Formats:
XX programs (FXX, 599XX, FXX-K, FXX-K Evo)
F1 Clienti - original Formula 1 cars from past years
Ferrari Challenge - the brand's own GT3 racing series for gentlemen drivers
Features:
Personal team of mechanics
Data analysis and telemetry
Flight logistics for vehicles
Factory mechanic with full support
Access to exclusive race track events worldwide
Corse Clienti is the ultimate expression of customer loyalty: People are allowed to live Ferrari - not as spectators, but as actors. This closeness to the factory, to the technology, to the history is unparalleled.
Ferrari Cavalcade - luxury meets legend
For those who prefer the road to the track, Ferrari offers the spectacular Cavalcade - a multi-day luxury tour through the most beautiful regions of Italy and beyond.
Participation by invitation only
100-150 vehicles from all over the world
Exclusive routes through Tuscany, the Amalfi Coast, Sicily and the Dolomites
Factory support, medical support, concierge service
Gala dinners in historic buildings
Presentations of upcoming special models
The Cavalcade is a rolling work of art - and at the same time a global statement for Italian culture, hospitality and style. Anyone who takes part here belongs to the inner circle.
Ferrari Owners' Clubs - The community is alive
Ferrari also lives from its global fanbase - and this is excellently organized. There are over 50 officially recognized Ferrari Owners' Clubs worldwide, including in:
GermanyFerrari Club Deutschland e.V.)
Switzerland, UK, France, USA
United Arab Emirates, Japan, Australia, South Africa
These clubs organize:
Regional excursions
Concours events
Trackdays
Charity rallies
Museum visits
Tours of the plant in Maranello
Ferrari actively supports these clubs - with merchandise, event partnerships and technical support. The community is not elitist, but passionate and unifying. It's not just about the car, but about experiencing the myth together.
Social media and digital community
Ferrari is also present in the digital space - but with a clearly curated, exclusive line. No TikTok challenges, no price comparisons, no meme culture. Instead:
YouTube series with technical insights and motorsport
Instagram with a focus on design, heritage and performance
Private online platforms for customers (e.g. MyFerrari)
NFT experiments in limited form (art, design)
Ferrari does not use digital to spread the word - but to reinforce its core message: style, exclusivity, precision. Even here, the experience remains Ferrari.
Ferrari is more than driving - it's experiencing
What makes Ferrari unique is not just the product. It is the experience that surrounds it. When you drive a Ferrari , you enter a world - with history, community, rituals and enthusiasm. Ferrari has managed to create a culture around its vehicles that you can feel.
Whether in the museum, on the racetrack, in the clubhouse or at a dinner in Florence - the Ferrari Experience is holistic. It combines the past with the present, technology with emotion, man with machine. And it shows that a Ferrari is not just a car - it is a place.
11.4 - Ferrari as an investment - a myth with a return
Ferrari stands for speed, design and emotion. But in the last two decades, another, growing aspect has come to the fore: Value. Not just in idealistic terms, but in concrete terms - in figures, balance sheets and portfolios. Ferrari is no longer just a passion, but also an asset. And in several dimensions: Classic cars, new car special models, shares, collector's items - anything bearing the Ferrari name can achieve considerable increases in value under the right conditions.
But what is the attraction of this brand for investors? How does the market work? And what risks lurk behind the myth of horsepower? This chapter analyzes Ferrari as an investment property - with head and heart.
Ferrari as a tangible asset - Investing in the legend
The idea of investing in classic cars is nothing new. But Ferrari has a special position in this segment. According to the Knight Frank Luxury Investment Index (KFLII), Ferrari has been one of the highest-yielding properties in the field of alternative investments for years. Between 2010 and 2020, many Ferrari experienced price increases of several hundred percent.
Particularly noteworthy:
250 GTO, 250 California Spider, 275 GTB, F40, Enzo, LaFerrari
Limited special models of the Icona series (Monza SP, Daytona SP3)
XX programs and F1 clienti vehicles
Special versions with small numbers, a celebrity past or racing history
A Ferrari is therefore not just a luxury item, but a valuable tangible asset - comparable to art, watches or rare wines. And it offers added value that other investments do not: emotion and experience.
Value drivers - What makes a Ferrari worth investing in?
Not every Ferrari is automatically an investment. Performance depends on a variety of factors, which can be divided into three broad categories:
1. historical and technical relevance
Year of construction and era (1960s > 1990s)
Engine specification (V12 preferred)
Race history (e.g. Le Mans, Mille Miglia)
Coachbuilder (e.g. Scaglietti, Pininfarina)
2. limitation and exclusivity
Kleinste Serien (< 500 Einheiten) erzielen die höchste Rendite
Special paint finishes or Tailor Made equipment
Prototypes, one-offs or "final editions" before model changes
3 Provenance and condition
"Matching Numbers" (original engine, gearbox, body)
Complete history with verifiable maintenance
Original documents, on-board folders, factory delivery
Patina instead of over-restoration
Particularly relevant: A Ferrari that has been driven but is well-maintained often fetches higher prices than a "mothballed" example without a CV. After all, authenticity counts for more than museum-like pristine condition - the myth needs to be lived.
Ferrari- performance on the stock market
Ferrari's shares (ticker: RACE) have proven to be a strong investment, not just vehicles. Since the IPO on the New York Stock Exchange (NYSE) in October 2015, the share price has more than quadrupled - with a high degree of stability at the same time.
Reasons for success:
Strong brand loyalty and global demand
Controlled production figures (no volume pressure)
High margins (EBITDA margin > 24%)
Broad diversification (vehicles, accessories, lifestyle, licensed products)
Cultural irreplaceability
In addition, Ferrari is a rare case of a luxury goods company with automobile production - and is therefore not valued like a car manufacturer, but like a premium brand.
The share has thus established itself not only as an investment for enthusiasts, but also for large institutional investors and luxury ETFs.
New cars as "rolling assets"
Current models - especially strictly limited special models or Icona vehicles - are also considered lucrative investments today. Examples:
LaFerrari Aperta (2016-2017)
- List price: approx. €1.5 million
- Market value 2024: over €5 millionDaytona SP3 (2022-2023)
- List price: €2.3 million
- Traded at a 30-50% premium even before deliveryMonza SP1/SP2 (2018)
- List price: €1.6 million
- Currently: €3-4 million - with a strong upward trend
Such vehicles are only given to selected customers by invitation - often to those with a long Ferrari. The buyers have to "earn" their money, which creates a secondary market with an enormous premium.
Many buyers hardly drive these vehicles , if at all - they are guarded as "garage queens", kept in air-conditioned storage and liquidated when necessary - usually at a profit.
NFTs and digital investments
Ferrari took its first steps in the area of NFTs (non-fungible tokens) and digital collectibles in 2022 - with limited-edition digital artworks, concept drawings and personalized NFTs. The aim is to tap into new target groups in the field of digital luxury, for example via metaverse cooperations or virtual Ferrari.
The market is still young, but highly potent:
Ferrari NFTs are offered via platforms such as RTFKT or Sotheby's Metaverse
Digital "one-offs" are traded as collector's items
First Ferrari achieved five-figure sums - with low material input
Here too: The Ferrari myth becomes a digital currency.
Risks and limits
Despite all the enthusiasm, Ferrari is not a risk-free investment. The following aspects must be considered:
Volatility with new models: Some vehicles (e.g. 812 Superfast) initially achieve high prices, then lose value with series extensions
Maintenance, insurance and storage costs are considerable - and reduce net returns
Market dependence on the general economic climate (luxury markets are crisis-sensitive)
Regulation: Changes in registration law, emission zones or stricter tax regulations can affect values - especially for V12 models
Counterfeiting and fraud in the classic car market - complete documentation is mandatory
Especially in the classic car scene, if you want to invest, you should have excellent knowledge or seek advice.
Emotion meets reason - Ferrari as a form of investment
What makes Ferrari so special as an investment is the combination of financial and emotional returns. Hardly any other asset allows you to invest in a property with so much style, history and prestige:
embodies real values
is globally recognized
is traded exclusively
can be used - as a driving experience, collector's item or social lever
Ferrari combines identity and investment capability. A Ferrari in the depot or in the garage is not just a status symbol - it is a sign of intuition, taste and timing.
The myth pays off
Ferrari has long been more than just a dream on wheels. It is a speculative icon, a living security, a portfolio element with heart. From the 250 GTO to the share to the Daytona SP3 - Ferrari shows that emotion and returns do not have to be mutually exclusive, but can make history together.
Whether as a long-term investment, short-term arbitrage or cross-generational investment:
A Ferrari may lose fuel - but it never loses value.
And sometimes the strongest return is not measurable in numbers - but in the moment when you turn a key and the myth awakens.
