Ferrari's $13B Collapse: How Chasing Growth Destroyed Exclusivity

Описание: Ferrari has always been different. You couldn't just buy one - there were waitlists, background checks, and strict rules. That exclusivity was the whole point. Then in 2021, a new CEO came in with a plan to modernize Ferrari and grow sales. And it worked - they're selling more cars than ever before. But now Ferraris are depreciating faster than ever. Customers are losing interest. The stock crashed 16% in one day, wiping out €13.5 billion. And the brand that was once untouchable is facing an identity crisis. So what went wrong? In this video, I'm breaking down Ferrari's complete strategic disaster - from artificial scarcity to mass production, from exclusive sports cars to SUVs, and from roaring engines to electric vehicles nobody wanted. What Happened: The Traditional Model - Ferrari deliberately sold "one less car than the market demands." They limited production, ran background checks on buyers, banned people for breaking rules. This artificial scarcity made every Ferrari instantly valuable. The New CEO's Vision - Benedetto Vigna came from the microchip industry with one goal: accelerate growth. He thought Ferrari was leaving billions on the table by staying exclusive. The Product Expansion - Ferrari made an SUV (the Purosangue), added grand tourers, and expanded production from 7,664 cars in 2015 to over 13,000 by 2023. The Electric Push - Vigna announced aggressive EV targets: 40% fully electric by 2030. Problem? Ferrari customers didn't want quiet cars. They wanted roaring engines. That's the whole point of a Ferrari. The Collapse - Ferrari's first EV launched to weak demand. They had to cut EV targets in half. Stock crashed 16%, wiping out €13.5 billion. Customers who were once fighting to get on waitlists are now hesitating to buy. The Depreciation Disaster - A $719,000 SF90 with only 185 miles sold for $579,000. That's a $140,000 loss, or $760 per mile. This never used to happen with Ferraris. Cars are depreciating like normal luxury vehicles. I also cover the insane rules Ferrari used to enforce, why artificial scarcity worked so well, the customer backlash against SUVs and EVs, and whether Ferrari can restore exclusivity after flooding the market. The Bigger Lesson: This is what happens when you chase growth at the expense of brand identity. Ferrari succeeded for decades by doing the opposite of what business schools teach. They limited supply, annoyed customers with rules, and turned down sales. It seemed crazy but it created something money couldn't buy - true exclusivity. The moment they tried to become a normal growth-focused luxury brand, they started losing what made them special. You can't scale scarcity. You can't mass-produce exclusivity. And you can't force customers to want products they never asked for. The Current Situation: Ferrari is now trying to scale back production to restore demand. But once you've flooded the market, it's hard to create scarcity again. To the CEO's credit, Ferrari is making more money than ever. But are they still Ferrari? When the cars depreciate like normal luxury vehicles and you can get a Ferrari SUV, what's the point of the brand? They traded long-term brand health for short-term financial growth. And now they're stuck between investors who want growth and customers who want exclusivity. Would you buy a Ferrari SUV? Does a silent electric Ferrari make sense? Let me know in the comments. If this breakdown opened your eyes to Ferrari's identity crisis, smash that like button and subscribe for more videos exposing strategic mistakes by major brands.


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