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How Ferrari Pivoted From Cars to Luxury Brand Empire
Ferrari is the most valuable car company in the world by market cap, but it sells fewer than 14,000 vehicles a year. How? In this episode, Lucas and Luna trace the pivot from a racing garage to a luxury brand that makes more from merchandise and licensing than most automakers earn from cars. They break down the 2015 IPO, the brand extension strategy that turned a prancing horse into a $70 billion business, and the risk of stretching too far. Specific numbers: €1.5 billion in annual revenue from personalization and licensing, 30% operating margins on apparel, and the one thing Ferrari refuses…
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