Ferrari is a luxury hyper and super car maker with a focus on exclusivity. From all their new car launches 70 percent of them are sold to existing customers to show the exclusivity that Ferrari offers. The luxury market as a whole is expected to do better because of rising income levels around the world and the favourable demographics and the preferences in young people. They are expanding into the Asia market more and more because of the opportunity it provides them. Their carts have tended to always perform better than the market because of the stability it provides. They ventured into the 4 seater luxury cars with their Ferrari Purusangue. They mainly compete with brands like McLaren and Lamborghini. Some of their risks that they face is course damaging of the brands reputation. Their end clients are those who require high performance cars and sometimes they buy more than one Ferrari because of the exclusivity and the distinctive design. They have been expanding their special series even though the range part of their collection still makes up of 93 percent of their revenue that is a 4 percent decrease from 2021. BY 2023 44 percent of there shipments have been hybrid engines rather then the more common ICE engines. Range is the cars which are more of a daily use like their 4 seater and just more causal like super cars and sports cars. Special series are those which are very limited and super exclusive like only 100 people. Iconas are cars that inspired by their iconic designs. Super cars is their 4th type of cars and these are the ones that look the best and very aggressive. They also offer track cars to some clients who are very exclusive like the top 5 only which cannot be used on the roads but only on the track. Similarly like the track cars the most loyal and exclusive clients can ask Ferrari to design a one of car which is limited to one copy for that client. All of there cars can be personalised and tailored to fit the clients wants. Ferrari is also looking into going into electric engines which will further boost their image. They used to produce engines for Maseratis but have now stopped doing that. They provide a lot of help to their client with the biggest one being the opportunity to buy a Ferrari before the public can. They also help Ferrari owners with the conservation of cars that are 20 plus year old. The formula one is one of the most watched sports with more than 3.1 billion view annually. Ferrari has been the only company to participate in all the formula ones. They also have a specialised academy from which they can pick drivers to drive for their f1 team. They have been the most successful team in the F1 ever and have got a lot of business because of that. They have expanded into the broader segment also adding a lifestyle business. Their lifestyle business compromises of 3 main part which are personal luxury goods, collectables, and experience. For personal luxury goods it is basically merchandise and a lot of fashion collection. Collectables are going to be high end watches and writing pens and stuff like that it might also be Ferrari engines and wheels. Experiences are just their museums in Italy. More than 50 percent of their cards are sold in the EMEA region. Their profit reached an all time high of 1 billion dollars. Overview. Ferrari is a luxury car manufacturer with a focus on exclusivity and performance. The have 5 ranges of cars which are Range which is their biggest earner, special series which is their second biggest earner then Icona, super cars, track cars. Despite these five they also offer one of cars for their really loyal and exclusive clients. They are also expanding into lifestyle with things like watches, pens and more stuff. Personal thoughts. I think that the amount of sales might be growing to fast and it might be losing its exclusivity as its only 2000 sales less then what a  Lamborghini did in 2024. I think this is also nullified because of the amount to cars existing customers buy. Something I might do if I was them is launch a series for only existing customers just to hype up the public. I really like who exclusive they are and how many people want a Ferrari but can’t get one because of the exclusivity. I think it is very vital for them to keep that exclusivity as they have currently found the sweet spot. I like the idea of a 4 seater as many families who want a Ferrari and have a chance to buy it might not because of the limited seats. It also lets them get into a new sector. This was not mentioned on the annual report but Ferrari also does clothes and have partnered ip with ray bans to create their own sunglasses. I think this is a very good thing as Ferrari is a brand that recognised world wide and has almost became like a name for hyper cars.