@Simone_Biles I've designed and worked on the production for specialty tall stores such as Alloy Apparel and Amalli Talli. I've never worked on a petite line, but we should make a brand!
Ferrari is best thought of as an exclusive club. The cost of entry just happens to be a car.
But money alone is not enough to buy a Ferrari.
Last year, they sold 13,221 cars. Most of those went to existing Ferrari owners. 8,725 to be precise. And 5,000 of those went to owners who already had more than one Ferrari parked in their garage.
Collectors, or club members, are key to understanding this business and one car exemplifies this better than most.
The SP3 Daytona, which was unveiled in November 2021 as a celebration of Ferrariโs success at Daytona in the 1960s. Ferrari limited production to 599 cars and before they were even announced, they had already been sold to their best clients.
Costing $2.25 million, Ferrari earned $1.35 billion from the SP3. Thatโs over one-quarter of its revenue last year. If you squint, you could be forgiven for thinking it looks a little like subscription revenueโฆ
So how do you join the club?
You start at the bottom, relatively speaking. Their cars are divided into four categories โ Range, Special Series, Icona, and Supercar. You prove yourself to the company by buying an โentry levelโ range car like their new V12 SUV, the Purosangue (which translates to Thoroughbred in Italian, of course).
That will cost you around $400,000 and if you manage to get on the list, you should get the car sometime in 2026. Nice in-built friction to test your credentials and commitment.
From there, you begin your relationship with the company and begin to work your way up the pyramid to the really special stuff. And along the way, Ferrari will invite you to track days and long-drives through the Italian alps with fellow Ferrari owners so you can build stronger bonds with the brand and fellow club members.
Truly a fascinating model thatโs been carefully crafted from Maranello for over 75 years.
Yes, they sell cars. But no, they donโt look much like any other car company out there. No surprise then that their board includes the CEO of Dior (Bernard Arnaultโs daughter), the CEO of Yves Saint Laurent, Apple SVP of Services Eddie Cue, and the President of Chanel.
I loved learning about Ferrari from Brian Lum of Baillie Gifford and if any of this sounded interesting, you should get the full picture of how Ferrari works from him on Business Breakdowns.
@SamanthaTwenty@ProfRyanRussell@morganhousel I purchased a book for here in New Jersey as well as one to my nephews in New Hampshire. ๐ค๐ค Not many people achieve a unique goal, such as writing and publishing a book. You go, Ryan!!
@girdley I think they have the potential to stay successful as long as people continue to buy them for friends/family gatherings and events. They are very pretty and delicious cookies, so great for events. However, there's no way I can see someone buying a cookie for themselves EVERY day