Ferrari designs and sells ultra-premium, high-performance sports cars to a global base of wealthy enthusiasts and collectors, with roughly 81% of sales going to repeat buyers. The product lineup spans range models (the core recurring lineup, including cars like the 296, Purosangue, and 12Cilindri), special series (limited-run, higher-performance derivatives), strictly limited supercars (like the F80, capped at 799 units), and ultra-exclusive ICONAs. Ferrari sells through approximately 200 dealers globally, with deliberate volume constraints to protect brand exclusivity and residual values. Ferrari's business model centers on maximizing revenue per unit rather than growing volume — using product mix management, personalization options (currently ~20% of car revenues), and premium pricing on new model introductions to drive average selling prices and margin expansion higher. Ferrari also earns revenue from F1 sponsorship and commercial rights, as well as a growing lifestyle business including branded merchandise and museum visits. Looking ahead, Ferrari plans to average four new model launches per year through 2030, spanning ICE, hybrid, and electric powertrains, with its first full-electric car, Ferrari Luce, set for delivery in late 2026. Ferrari is internalizing key EV components — battery modules, inverters, and electric motors — at its Maranello facility to maintain differentiation. Racing, particularly Formula 1 and the FIA World Endurance Championship, remains central to the brand and feeds technology development for road cars.