Ferrari is accelerating its transformation from an automotive icon into a broader luxury powerhouse. During its Capital Markets Day in Maranello, the Italian company outlined a strategic vision centered on brand diversification, with a growing focus on lifestyle, collectibles, and exclusive experiences.

The luxury automaker’s Lifestyle Division—which includes fashion, accessories, and hospitality—has emerged as a key growth driver in Ferrari’s non-automotive business. The brand aims to expand its global retail network and strengthen its positioning in the luxury segment while maintaining the exclusivity and craftsmanship that define Ferrari’s heritage.

“We are taking Ferrari beyond the road,” said CEO Benedetto Vigna. “The goal is to extend the brand into new categories while preserving our unique DNA of performance, innovation, and Italian excellence.”

Luxury Beyond the Supercar

Ferrari’s lifestyle expansion aligns with a wider industry trend among luxury carmakers seeking to build cultural relevance beyond their core product lines. The company’s fashion and accessories collections—first showcased in Maranello and later in Milan—have drawn increasing attention for blending high-performance aesthetics with Italian tailoring.

In addition to apparel, Ferrari is developing exclusive collaborations and limited-edition collectibles, designed to appeal to high-net-worth customers and collectors. The brand’s emphasis on design and craftsmanship aims to position Ferrari as a competitor not only in the automotive world but also in the global luxury ecosystem.

Strong Financial Performance

At the event, Ferrari reported continued financial strength, with sustained demand for its supercars and record order books extending into 2026. The company reiterated its commitment to maintaining scarcity, even as it diversifies revenue streams through lifestyle ventures and experiential offerings.

The automaker’s growth strategy includes investment in innovation, sustainability, and digital engagement, ensuring Ferrari remains at the forefront of both technology and luxury culture.

A Luxury Future

Ferrari’s push into lifestyle and fashion signals a bold evolution for the brand. By combining its automotive heritage with creative innovation and cultural ambition, the company is redefining what it means to be a 21st-century luxury house.