The Wild Economics Behind Ferrari’s Domination of the Luxury Car Market
Limiting production is helping to make its sports cars coveted—and the company the most valuable automaker in Europe.
By Stephen Wilmot
Feb. 20, 2025 9:00 pm ET
Ferrari recently revealed its new “hypercar” with a list price of $3.7 million, but with a twist: it wasn’t available for sale. All 799 units of the F80 model—the most expensive production vehicle in Ferrari’s history—had been promised to top customers.
The strategy of limiting supply has contributed significantly to Ferrari’s success in the luxury car market. This approach has not only made Ferrari’s sports cars highly sought after but has also propelled the company to become the most valuable automaker in Europe.
Ferrari’s ability to maintain exclusivity through controlled production volumes has been a key factor in its dominance. The company’s commitment to delivering high-quality, exclusive vehicles has fostered a loyal customer base willing to wait for their products.
The F80 model, with its limited production run, is a prime example of Ferrari’s strategy in action. By allocating all 799 units to top customers, Ferrari has created a sense of exclusivity around the product, further enhancing its appeal in the luxury car market.
