On 9 October, Ferrari N.V. (NYSE/EXM: RACE) (“Ferrari”) held its Capital Markets Day at its headquarters in Maranello, Italy, which Luxe.CO was invited to attend.
At the event, Ferrari presented its 2030 Strategic Plan, setting ambitious targets across every dimension of the brand: Racing, Sports Cars, and Lifestyle.
Taking this opportunity, Luxe.CO had a one-on-one conversation with Enrico Galliera, Ferrari Chief Marketing & Commercial Officer (pictured below). In his role since 2010, Mr. Galliera offered candid insights into the brand’s strategic approach to clients, products, and marketing – the strategies and initiatives that define its unique business model. He also reaffirmed the brand’s strong confidence in, and long-term commitment to, the Chinese market.
“Clients are increasingly at the heart of everything we do.”
During his Capital Markets Day presentation, Enrico Galliera noted that Ferrari now has around 90,000 active clients, with approximately 32,300 new clients acquired to the brand since 2022. Notably, 45% of Ferrari collectors are new since 2022.
Luxe.CO: Over your 15 years as Ferrari Chief Marketing & Commercial Officer, what have been the key strategic priorities under your leadership?
Enrico Galliera: When I joined the brand in 2010, one thing was immediately clear – the brand wasn’t being managed as a unified global entity. Each market had its own approach, strategy, and way of expressing the brand.
My priority, therefore, was to ensure that every client — whether in Shanghai, Milan, or New York — enjoyed the same brand experience and standard of service. To achieve this consistency, we focused on three key areas: establishing a new corporate identity, optimizing dealership layouts, and introducing comprehensive training programmes for our teams.
As the brand expands globally, we inevitably encounter markets where speed limits and driving regulations make it challenging for our clients to fully experience what a Ferrari is designed to deliver. My role, therefore, is to deepen our engagement with clients and create opportunities for them to experience what the brand genuinely represents. To this end, we continue to design a range of experiences that bring our customers together as part of the Ferrari family. These are crafted to enjoy the thrill of driving and celebrate the shared passion of our community.
For example, we recently invited 350 clients to Casa Ferrari to watch the F1 Singapore Grand Prix 2025, and they truly enjoyed the moments of shared passion – the sense of camaraderie and exclusivity that only the Prancing Horse can offer. Just three weeks earlier, we hosted the Cavalcade Classiche in Italy, bringing together enthusiasts from around the world to drive some of the marque’s most iconic models.
In general, our transformation has been guided by three core pillars. The first is to carefully manage and safeguard the brand image — important for a global marque like Ferrari. Second, we craft experiences to let clients fully enjoy the driving thrill. And the third, which is more of an internal strategic move, is to further diversify our product range. Now, every Ferrari has a clear positioning and audience, whereas in the past, certain lines tended to overlap.
Luxe.CO: Would you say Ferrari is now more client-oriented than before? How does the brand accurately identify its target clientele and resonate with them?
Enrico Galliera: Absolutely. Clients are undoubtedly at the heart of everything we do. As we highlighted at today’s event, we don’t target specific genders, ages, or client segments. We don’t segment by generational labels — Millennials, Gen Z, Baby Boomers — and it makes no difference whether you’re twenty, fifty, or seventy.
Our focus is on identifying individuals across all ages who seek genuine passion and exhilaration in their lives, and then offering them the car that best suits their needs. For those who never owned a Ferrari, a Ferrari Roma or Ferrari Amalfi is often the ideal starting point — approachable, intuitive, and perfectly suited for relaxed, everyday driving.
Once you experience the Roma, you will fall in love with Ferrari. You will start to connect with other owners, attend more Ferrari events, and naturally begin thinking about your next Ferrari. You might choose a model that complements your Roma, or even replace it with a twelve-cylinder Ferrari.
Our philosophy is straightforward: we don’t design cars for demographic groups. Instead, we focus on specific types of clients — particularly non-Ferrari prospects. Some models are specifically tailored for newcomers. Whether you’re a 30-year-old woman, a 60-year-old man, these cars are designed to be effortless to drive, even if you’ve never driven a Ferrari before.
Luxe.CO: How do you view younger customers?
Enrico Galliera: Every brand would love to have younger clients, and Ferrari is no exception. I’m always pleased when younger generation joins the Ferrari family, but I want to emphasise that we don’t target any specific age group.
Honestly, a 25-year-old customer is probably the least likely to buy a Ferrari. At that stage, they often don’t yet have the time or the financial freedom, as their focus is on careers and families.
If I had to choose, I would say men around sixty are the most likely prospects. With successful careers and grown children, they have enough wealth and time to experience Ferrari.
We welcome anyone who wants a Ferrari. But we don’t deliberately target younger clients — what truly matters is finding those who embody the spirit of Ferrari.
“Always delivering products that exceed expectations”
Since the Company’s founding in 1947, Ferrari has produced approximately 330,000 vehicles, over 90% of which are still in existence today.
“We may be one of the few manufacturers whose products (in the past) remain predominantly in active use,” Galliera said during his presentation.
He highlighted what sets the brand apart: its design approach. Every model — every car that leaves the factory — is crafted with a distinct identity and purpose.
Luxe.CO: Before developing new products, does Ferrari rely heavily on market research, or do you rely more on observation and experience?
Enrico Galliera: When developing a new model, our goal is always to surprise clients and exceed their expectations. If I ask customers what they want, they’ll answer, but their requests are usually already outdated. What truly captivates them are the unexpected features and experiences.
So, we usually choose not to involve clients directly in the development process. We launch the car first, then gather feedback afterward, using it to refine existing models or guide the design of future models.
For example, we introduced a new HMI system to the Ferrari SF90 and the models that followed, enabling interaction through movement and touch, much like an iPhone. At the time, it was among the most advanced systems available and we invested a lot to develop it. However, customers didn’t take to it — controlling the system with finger movements on the steering wheel while driving proved impractical.
Therefore, on the recently launched Ferrari 849 Testarossa, we’ve returned to physical buttons, and we will ensure that all future cars feature this design. We are also developing a system that is compatible with previous models.
We take all important customer suggestions seriously, especially when they highlight areas for improvement, even if it means acknowledging past mistakes. However, design updates are implemented with new models, as existing models cannot be modified.
Luxe.CO: Does Ferrari clientele vary significantly across different countries? Will Ferrari adapt its products to suit local markets?
Enrico Galliera: In developing new models, our primary focus is always on exceptional performance and design, rather than tailoring to the preferences of specific markets.
For instance, in China, there is strong demand for long-wheelbase cars, with many customers favouring more spacious luxury sedans. While most manufacturers respond by offering extended-wheelbase versions, Ferrari takes a different approach. Lengthening a Ferrari would compromise the unique driving experience that defines the brand.
When launching a product, we do consider local preferences, while offering clients extensive freedom in personalisation – from material to colour choices. Occasionally, clients even bring their own materials — for example, requesting colours that match their bed or special materials inspired by their home décor. We do our utmost to meet these requests. That’s the essence of our Tailor Made approach.
If you visit the Ferrari Museum, you’ll discover an impressive array of leather combinations and colour options — choices that our clients can customise entirely to their own taste.
However, there are certain boundaries. For example, removing the badge or drastically altering the exterior is never allowed. Otherwise, it could create a situation where someone modifies a Ferrari and then claims it as a new model — which is simply unacceptable.
“We never invest in advertising or mass media campaigns.”
Luxe.CO: Over the past few years, what has Ferrari emphasised in its marketing and communications? Looking forward, which areas will you focus on?
Enrico Galliera: What sets Ferrari apart is that we never invest in advertising or mass media campaigns. Racing itself serves as the most powerful marketing platform — we don’t need to announce that Ferrari builds F1 cars; simply competing is enough. This reflects my philosophy on marketing investment.
Racing cars and competitions provide an unparalleled platform to enhance brand awareness. For instance, in countries where our sales are relatively limited, when I reach the border and tell officials I work for Ferrari, you can see their eyes light up with recognition.
While racing may not translate directly into sales, it draws a large following. Not all of these fans are Ferrari clients, yet many proudly wear our T-shirts — and we value their passion immensely.
In the past, Ferrari was never featured in traditional media such as newspapers or television. Today, social media offers a more direct, cost-effective, and efficient channel to reach audiences. While it’s become essential, Ferrari has chosen not to invest in it to the same extent as other automakers.
We leverage social media to communicate our brand positioning, but not through traditional KOLs. Instead, we focus on KOCs. In other words, we don’t collaborate with someone just because they have two million followers. We look for individuals who are true Ferrari collectors and passionate about the brand — only then do we work together.
This approach is becoming increasingly central to our strategy. By tapping into emerging niche communities and leveraging social media, we can communicate Prancing Horse’s brand values authentically through our clients and their networks.
In fact, many of our clients take great pride in their connection with Ferrari. You’ll find numerous interviews with them featured in our magazine. Some watch collectors prefer to stay low-profile, but Ferrari owners are quite the opposite — they take pride in showcasing their identity, which creates a wonderful opportunity for us.
Luxe.CO: How do you view the role of brand ambassadors?
Enrico Galliera: Before joining Ferrari, I spent twenty years at another company. Then we appointed a highly esteemed Italian public figure as our brand ambassador. However, during an awards ceremony, he threw out his trophy in public — an act that severely tarnished the company’s reputation.
Ferrari doesn’t need a brand ambassador. What we value instead is the genuine endorsement of those who truly recognise and appreciate the brand’s excellence.
“Ferrari will not reduce investment in the Chinese market”
In 1992, Ferrari received its very first order for a Ferrari 348TS from a customer in the Chinese Mainland, embarking on its journey there.
With the establishment of Ferrari Greater China in August 2004 in Shanghai, Ferrari had now comprehensively entered the China market, with its dealer presence continuously developing with solid growth and a highly qualified national network.
In addition, Ferrari opened Tailor Made Centre Shanghai in 2014 – the first one in the world besides the one in Maranello. In 2021, Ferrari officially opened “Casa Ferrari” at Xintai 1920 in Shanghai.
To date, Ferrari has established a sales and service network of 22 dealer showrooms in China reaching cities of Beijing, Shanghai, Guangzhou, Shenzhen, Shenyang, Hangzhou, Nanjing, etc. In the 2024 fiscal year, Ferrari delivered a total of 13,752 cars worldwide, generating €6.677 billion in net revenue. Of these, 814 units were delivered in the Chinese Mainland, with an additional 348 units delivered across Hong Kong and Taiwan.
Luxe.CO: How do you view the future of the Chinese market?
Enrico Galliera: Back around 2012 or 2013, whenever I visited China, I would ask my team, “Why can’t our sales here match those in the U.S.? The Chinese market is larger, with far more potential customers.”
At that time, Ferrari was still new to China, and the sports car market was still niche. People didn’t know much about our brand, so my focus at the time was on ensuring steady and sustainable growth.
Today, my expectations have been met — we have achieved a strong presence in the Chinese market.
While the market is currently experiencing a slowdown, it will rebound once the challenges are overcome. Although we cannot predict exactly when — six months, a year, two years, or three — Ferrari will not give up on the Chinese market, nor will we scale back our investment here.
I am confident that our three new models — the Ferrari 296 Speciale, Ferrari 849 Testarossa, and Ferrari Amalfi — will be a great success in China.
Enrico Galliera – Executive Biography
Enrico Galliera was appointed as Ferrari Chief Marketing & Commercial Officer in April 2010. From 1990 to 2010 he worked for Barilla S.p.A, where he held multiple positions, ultimately becoming Europe and export market unit director. Mr. Galliera holds a degree in economics and political science from the University of Parma.
丨Image courtesy of Ferrari
