Ferrari
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In the 2022–2026 strategic plan period, Ferrari’s ongoing portfolio renewal, limited editions, and personalizations have supported revenue and margin growth even as volume has been carefully controlled, with annual shipments remaining around 13,000–14,000 since 2022.
As Ferrari pursues its 2030 strategy, its challenge is to preserve its brand identity as digitalization and electrification change how the cars deliver their traditional character, and the company’s business growth imperative pushes against its need to maintain exclusivity.
Ferrari has so far successfully maintained its identity when tested: the 296’s V6 hybrid showed that a nontraditional powertrain could be accepted, and Purosangue’s SUV-adjacent shape showed that a four-door that supported more practical use cases could be appreciated as a Ferrari. The brand’s desirability has endured, which has allowed its controlled-growth economics to keep working.
The four-door, battery-electric Luce, designed by former Apple design leader Jony Ive’s LoveFrom, represents Ferrari’s next test, in the form of powertrain and design. Initial coverage was largely positive on Luce’s interior design and negative on its exterior styling; MotorTrend's prototype drive concluded it drives like a Ferrari. Luce deliveries are scheduled to begin in the fourth quarter of 2026 in Europe, with a broader rollout expected in 2027, providing a real-world read on whether Luce appeals to existing and new Ferrari clients.
