Abstract
Ferrari, which was world-renowned for its iconic prancing horse emblem, success on the Formula 1 circuit, roar of its V12 engines, and track record of producing some of the most beautiful and powerful automobiles ever built, more than doubled its revenues between 2015 and 2024. To sustain its growth, Ferrari would need to protect its leadership position in the luxury performance automotive market while expanding in growth markets, appealing to a new generation of customers, and introducing new models—including its first fully-electric vehicle slated for delivery in 2025. The case describes Ferrari’s strategy and market position, competitive moats, and opportunities for future revenue and profit growth.
Learning Objectives
The Ferrari in 2025 case is written to be used as a mid-term or final exam in a quantitative competitive strategy course. The case includes a workbook with 45 quantitative exhibits covering financial performance of Ferrari and peers, the global luxury performance automobile industry, customer segments and key buying factors, Ferrari’s product portfolio and strategy, and details of the market for luxury electric vehicles. The case allows for a data-rich discussion of Ferrari’s value creation and capture relative to peers; the company’s strategy; competitive moats and sustainability of competitive advantage; industry structure and the impact of electric vehicles and new entrants; evaluation of future growth opportunities.
Appropriate for the Following Course(s)
Strategy; Competitive Strategy; Luxury Strategy
SUPPLEMENTAL MATERIALS (EXHIBITS)*
*TEACHING NOTES AND SUPPLEMENTAL MATERIALS ARE ONLY AVAILABLE TO EDUCATORS WHO HOLD TEACHING POSITIONS AT ACADEMIC INSTITUTIONS.
TEACHING NOTE FOR THIS CASE STUDY COMING IN FALL 2025