The Ferrari Lifestyle: Merging Luxury and Automotive Heritage

The Ferrari Lifestyle: More Than Just a Car Company

Ferrari represents more than just a high-performance automobile manufacturer; it embodies a luxurious lifestyle. This sentiment was echoed by John Elkann, the CEO of Exor, Ferrari’s parent company, during a recent sports and fashion event hosted by The New York Times in Paris. In an era where Formula 1 and fashion are increasingly intertwined, it raises an intriguing question: Could any other car brand follow in Ferrari’s footsteps from the racetrack to the runway? Exor also owns Stellantis, which includes iconic brands like Alfa Romeo, Maserati, and Citroën.

Mr. Elkann, who spearheaded the launch of Ferrari’s upscale fashion line in 2021, expressed skepticism about the likelihood of other automotive brands making a similar transition to a full lifestyle brand. He noted that Ferrari’s journey began in the 1940s when founder Enzo Ferrari created luxury cars primarily to fund his passion for racing. As he put it, “It’s a unique company of its own.” Notably, Ferrari allocates no budget for traditional advertising, relying instead on its storied heritage and brand prestige.

However, Mr. Elkann did mention a potential exception: Jeep. While the vibes of Jeep and Ferrari are distinctly different, both brands are among the most iconic and recognizable vehicles in the world and have been automotive staples since the 1940s. Like Ferrari, Jeep boasts a unique identity and appeals to customers who wish to express an adventurous spirit. Currently, Jeep markets a range of apparel, including hats, T-shirts, and water bottles, with most items priced under $250. The priciest offerings in its online store are watches, reaching up to $1,500. Furthermore, Jeep collaborated with Merrell in 2023 to produce special edition hiking boots.

Through a spokesperson, Mr. Elkann declined to elaborate on the Jeep brand, clarifying that there are no definitive plans for a Jeep-branded fashion line. He mentioned Jeep primarily as an example of a brand with a compelling identity and a loyal following—two key attributes necessary for successful brand diversification.

In contrast, Ferrari’s apparel occupies a premium price range. Following its groundbreaking runway show at the Maranello factory in 2021, Ferrari has unveiled multiple collections, including a recent line of resort wear and a Miami capsule collection featuring $1,490 aquamarine silk shorts paired with a matching $1,690 shirt, both adorned with a vibrant depiction of Ferrari’s legendary prancing horse.

“We have gained more and more creativity,” Mr. Elkann remarked at the Times event, emphasizing the company’s commitment to producing items that are “uniquely Ferrari.” Some of these products even incorporate materials recycled from their vehicles. For the occasion, Mr. Elkann sported a jacket made from recycled tires, paired with a T-shirt prominently featuring the Ferrari logo.

Currently, Mr. Elkann is focused on expanding Ferrari’s brand appeal beyond the traditional demographics of Formula 1 enthusiasts and car aficionados, with a particular emphasis on attracting a female clientele. Remarkably, women already constitute the majority of Ferrari’s customers for its luxury fashion items. The potential for further growth is evident: In China, over a quarter of new sports car buyers are women, according to Mr. Elkann.