Ferrari has discovered the oldest trick in the luxury playbook: make less, charge more, and let the queue grow longer.
The Italian marque has raised its full-year financial forecast after a second quarter boosted by some of its most exclusive machines, including the €3.6 million F80 hypercar and a more expensive version of the Purosangue SUV. Ferrari now expects adjusted earnings of at least €2.97 billion this year, proving once again that scarcity is one of the most powerful engines in Maranello.
The numbers are impressive. Second-quarter adjusted EBITDA reached €755 million, comfortably beating expectations, despite Ferrari deliberately keeping production limited. This isn’t a company chasing volume. It is selling dreams, one very expensive car at a time.
The F80 is the perfect example. Limited to just 799 units, with 1,200 horsepower from its hybrid powertrain, it joins Ferrari’s legendary hall of fame alongside the F40, Enzo and LaFerrari. These are not ordinary cars; they are rolling investment pieces with engines attached.
Meanwhile, the Purosangue continues to rewrite Ferrari rules. The new Handling Speciale version keeps the glorious naturally aspirated V12 alive while adding sharper suspension tuning, exclusive styling and even more opportunities for customers to personalise their £300,000-plus family Ferrari.
But now comes the difficult bit.
Ferrari’s future depends on whether it can make electricity feel as emotional as petrol. The Luce, its first fully electric model, arrives with more than 1,000 horsepower, four doors and five seats, but it faces a huge challenge: convincing Ferrari buyers that silence can be as exciting as a screaming V12.
Designed with LoveFrom, the studio founded by former Apple design chief Jony Ive, the Luce represents Ferrari stepping into unfamiliar territory. The company knows how to create desire around rare combustion masterpieces. Now it must prove it can do the same without a traditional engine.
For Ferrari, the future may be electric. But the real question is whether it can make electricity feel like Ferrari.
