Ferrari sells nearly as much branded merchandise as they sell cars



Follow us

Our book

Brand Toolkit

Ferrari is one of the most desired luxury car brands in the world. To Italians worldwide, the Ferrari brand screams their passion for the Italian culture. This year’s big news is that Lewis Hamilton, the 7-time Formula 1 champion, will move to the Ferrari team in 2025. 

While other car brands drive their valuation by selling more cars, Ferrari makes their money by selling fewer cars. This is a great case study for marketers who need to build a desire for their brand. With all the pent-up desires, Ferrari uses scarcity to keep prices high and uses that desire to sell nearly as much merchandise as they do cars. Those consumers buying the merchandising dream of one day buying a Ferrari. 

Ferrari spends on Advertising per year = $0.

Ferrari spends on F1 per year = $500,000,000.

Ferrari case study for the Ferrari brand strategy

Lewis Hamilton makes jump to Ferrari for 2025

The announcement of Lewis Hamilton’s move to Ferrari for the 2025 season, confirmed on a Thursday that shook the Formula 1 world, has reverberated far beyond the race tracks, notably impacting the financial markets. Ferrari, already one of the most prestigious names in motorsport, saw its stock surge by 9% in a single day, a testament to Hamilton’s immense brand value to the Scuderia. 

This move signifies a major shift in the F1 driver lineup and underscores top-tier athletes’ economic influence and decisions on the business entities they associate with.

Lewis Hamilton moves to Ferrari

Ferarri stock up 9%

The financial uplift for Ferrari was further bolstered by the company’s impressive performance in the fourth quarter, as reported by Josh Lipton and Julie Hyman. Ferrari outpaced earnings expectations, posting over €1 billion in net profit, a remarkable achievement that underscores the brand’s resilience and growth potential. This 11% year-over-year revenue increase is indicative of Ferrari’s strong market position and its ability to deliver exceptional value to its shareholders.

Hamilton’s transition to Ferrari is seen not just as a change of scenery for the seven-time World Champion but as a strategic alignment with one of the most iconic brands in the automotive and sports world. Ferrari’s allure is unmatched in motorsport, with a legacy of performance, innovation, and Italian craftsmanship spanning decades. With his global appeal and record-breaking achievements, Hamilton aligns perfectly with Ferrari’s ethos of excellence and prestige.

This move is particularly significant for Ferrari as it looks to capitalize on Hamilton’s global fanbase and marketing appeal. 

The anticipation of Hamilton driving in Ferrari red has excited fans and investors, as evidenced by the stock’s surge. The association of such a high-profile athlete with Ferrari enhances the brand’s visibility and reinforces its status as a symbol of luxury, performance, and technological prowess.

Ferrari + Hamilton = Marketing Gold

For Ferrari, the partnership with Hamilton extends beyond the race track. It opens up new avenues for marketing, merchandise sales, and brand partnerships, leveraging Hamilton’s influence in fashion, environmental advocacy, and social issues. This broadens Ferrari’s appeal, attracting not only motorsport enthusiasts but also new fans and consumers who identify with Hamilton’s values and endeavors outside of racing.

The future looks bright

As Ferrari celebrates its record net profit and looks to the future with one of the most successful drivers in F1 history, the marriage of Hamilton’s competitive spirit and Ferrari’s legendary status promises to be a powerful engine driving the brand to new heights

Lewis Hamilton moves to Ferrari

Ferrari brand

Ferrari spends nothing on advertising, everything on the F1 race.

They put all their money into the Scuderia Ferrari F1 racing team, knowing that a win in front 500 million viewers each week fuels that desire for the brand. While Ferrari was the dominant winning team from 2000-2007, most recently they have struggled on the track behind Mercedes. Scuderia is Italian for a stable reserved for racing horses, closely linked the prancing horse in the Ferrari logo. Ferrari supplies engines for 4 of the F1 race teams. 

No matter what part of the world, whether in Australia, Britain or Brazil, it is the screaming Ferrari fans with their faces painted red, who are the most passionate among the crowd. The passion of these fans will continue to fuel Ferrari on the race track to catch up with Mercedes. They have to. It is crucial to the brand’s success.

Ferrari Race Team

Ferrari brand positioning

Ferrari stands for Italian passion.

The brand idea is “Italian Excellence that makes the world dream.” They clearly understand the brand’s role in tapping into the pride of Italians around the world. Most fans of Ferrari will never own a car. It will be a lifelong dream. Instead, these brand fans will buy tee shirts, hats, sunglasses, key chains and anything that projects their association with the brand. The branded merchandise accounts for $1.5 – $2 billion in sales each year. That’s a significant contribution to Ferrari’s $4 – $5 billion in revenue each year. 

A lot of this merchandise is anything but cheap. 

A model of the coveted Ferrari F14T at 1:8 scale costs $5,400. Ferrari sunglasses retail for more than $200. It all adds up and helps to make Ferrari one of the most valuable automotive companies in the world. Moreover, there is now a Ferrari theme park in UAE. 

Beloved Brands playbook

Ferrari limits production on cars.

Since back in the 1990s, Ferrari has found tremendous success in using the pent-up desire to fuel their success. While everyone should want a Ferrari, not everyone should have one.  This keeps the price high. 

By focusing on extraordinary vehicle design and exclusivity, Ferrari is able to sell luxury cars with high-profit margins. Increasing profitability with high margins has been a key driver of revenue growth. They reported EBITDA margins of 25%, which is quite high as compared to other luxury car manufacturers as well as the industry average.

While they have allowed the car volumes to inch up, and it appears they are finally releasing their SUV at a $350,000 price point. 

Red Bull case study

The courageous pathway to becoming a beloved brand

As a leading energy drink brand, Red Bull has become a household name across the globe. The brand is known for its high energy and exciting marketing campaigns. As well, Red Bull takes an innovative approach to product development. In this post, we will take an in-depth look at Red Bull’s marketing execution, exploring how the brand has become so successful. I hope you can learn from its daring approach and boost your own business. When you think of energy drinks, Red Bull is probably one of the first brands that come to mind.

Red Bull Case Study Red Bull brand is backed by Red Bull advertising and the unique Red Bull brand positioning

Our Red Bull case study focuses on Red Bull advertising, extreme sports, distribution, productive and innovation. They take chances most of us would be too afraid to do. This courage helps capture the attention of younger audience.

Ferrari brand identity

The purpose behind the brand is clear

“We build cars, symbols of Italian excellence the world over, and we do so to win on both road and track. Unique creations that fuel the Prancing Horse legend and generate a “World of Dreams and Emotions”.

Very motivating to consumers in the marketplace, as well as internally, for everyone who works on the Ferrari brand.

Luca Cordero di Montezemolo, the former Chairman of Ferrari talked about the link between the history and traditions. “I want to maintain the link with the past, with the tradition and with the history but don’t want to be in the prison of the history. I want to be in the prison of the future.”

Ferrari brand strategy

The two issues in the future:

Building out the marketing plan, these are their two biggest key issues that help frame their strategy statements for the future.

  • How will they improve their performance on the F1 track, to beat Mercedes, and keep the passion of their fans alive?
  • With changing regulations on fuel emissions, around the world, how can the brand advance on Hybrid technology so that it can maintain its standing as a modern car?

It looks like as we head into the F1 season, there will be pressure for the Ferrari brand to step up their performance on the track. All those fans with their faces painted red want victories.

For marketers, who are your most motivated consumers? And, how can you turn them into passionate brand fans?

Tesla brand

If you like cars, you will enjoy our Tesla Case StudyTesla has used the hype-style marketing style of Apple. Elon Musk has borrowed from the Steve Jobs playbook. He uses event-style marketing, an outspoken visionary voice, and he is continually challenging the status quo. Yes, he goes offside on Twitter all the time, but we might be glad that we never saw Steve Jobs tweet. 

To illustrate, click on our Brand Idea map for the Tesla brand.

We use our Brand Idea Map tool to show how Tesla stretches their summarized brand idea of “designed for our future” across five different consumer touchpoints. Brand Promise. Brand Story. Innovation. Purchase Moment. Customer Experience. The Brand Idea Map ensures all are lined up to consistently deliver the same Tesla brand. 

Our best case studies

Explore how these real-world examples demonstrate the effectiveness of our brand management tools. Click on the logo to read the case study.

Brand Management Mini MBA

Invest in your future. If you are an ambitious marketer, looking to solidify your marketing skills, our Brand Management Mini MBA will teach you about strategic thinking, brand positioning, brand plans, advertising decisions, and marketing analytics. 

Have a look at our brochure on our Mini MBA program

Use  >  to move through the brochure or  x  to see the full screen. 

You get 36 videos and we provide key chapters from our Beloved Brands Playbook, and a Brand Management Workbook with exercises to try in real-time. You will earn a certificate you can use on your resume or LinkedIn profile. 

Marketing Excellence

We empower the ambitious to achieve the extraordinary.

Without a doubt, our role at Beloved Brands is to help the ambitious marketers who are trying to improve their marketing skills. Most importantly, we will prepare you so you can reach your full potential in your career. You will learn about strategic thinking, brand positioning, brand plans, marketing execution, and marketing analytics. As well, we provide a suite of marketing tools, templates that will make it easier to do your job, processes that you can follow, and provocative thoughts to trigger your thinking. 

Have you gone through an assessment of the marketing skills of your team? Take a look below:

The fundamentals of marketing matter.

Our Beloved Brands marketing training programs cover different streams to suit the type of marketer you are. For instance, our marketing training covers consumer marketing, B2B marketing, and Healthcare marketing. 

The marketing fundamentals that we show in this article are part of what we use in our marketing training programs. Ambitious marketers will learn about strategic thinking, brand positioning, brand plans, marketing execution, writing creative briefs, advertising decision-making, marketing analytics, and marketing finance

Importantly, when you invest in our marketing training program, you will help your team gain the marketing skills they need to succeed. Without a doubt, you will see your people make smarter decisions and produce exceptional work that drives business growth. 

Finally, I wrote our Beloved Brands playbook to help you build a brand that your consumers will love. If you are a B2B marketer, try our B2B Brands playbook. And, if you are a Healthcare Marketer, try our Healthcare Brands playbook.

We designed our brand templates to make it easier for you to do your job.

Moreover, we provide brand templates that help you run your brand. For instance, you can find templates for marketing plans, brand positioning, creative briefs, and business reviews. Altogether, we offer brand toolkits with all the presentation slides you need. 

Beloved Brands video

Everything a Marketing must know about.

Importantly, Brand leaders need to know how to think, define, plan, execute and analyze with the best of them. Moreover, while the brand leaders don’t really know how to do anything, they are looked upon to make every decision. Have a look at our five minute video on everything a marketer must know. To read more, click on this link: Everything.

To view, use the ▶️ controls to play or volume buttons 

If you are looking to make your marketing team smarter, we can help. To get started, email Graham Robertson at [email protected]

Brand templates for consumer brands

Elevate your brand strategy with our powerful templates.

Our brand toolkit for consumer brands is our most comprehensive template helps you communicate your brand plans, brand positioning, business review and creative briefs.

Our brand plan template  offers slides for vision, purpose, analysis, key issues, strategies, and execution plans, ensuring a thorough approach to your brand’s development. The brand positioning template guides you through defining your target profile, crafting a brand positioning statement, and developing a unique brand idea, concept, values, story, credo, and creative brief. Finally, our business review template provides slides for in-depth analysis of the marketplace, customers, competitors, channels, and your brand.

Choose the right template for your business needs

Marketing Plans for consumer brands

Combining strategic slides for insightful planning and marketing execution slides for seamless implementation, our templates are designed to propel your brand towards success and help you make a lasting impact in the market.

Our best posts

Click on any story below to read the more.

Beloved Brands logo

Graham Robertson

Email us

Call us

Follow us

Our book

Brand Toolkit

Beloved Brands Marketing Training Video

Elevate your team’s performance with our marketing training. The smarter they are, the greater your brand growth will be.

Our Best Posts for Beloved Brands blog

Click to read more

Sample Chapter of Beloved Brands

Use the X for full view and > to turn to the next page


The cheat code for Brand Managers

It is without a doubt, the most practical book for those who want to follow brand management that I have ever read in my life! Beloved Brands is written by a real, experienced marketeer for marketers. 


I have Brand Love for Beloved Brands!

As a 24-year marketing veteran at a Fortune 100 company, I thought I knew everything I needed to know about building brands. Graham has an amazing gift of bringing to life the critical elements of brand building and management in a delightful, easy-to-understand way. 


Beloved Brands is a phenomenal book

I know other brand managers who have used this to review their business and create their annual brand plans. Undeniably, Beloved Brands is phenomenal in concept and execution. Highly recommend.

Brand Toolkits

Brand Case Studies

As a marketing professional, you can learn from what some of the best brands have been doing. We use case studies to showcase the fundamentals of marketing.

Video on our Beloved Brands Mini MBA

Our video lessons

Everything a marketer must know how to do

To view, use arrows or click to go to YouTube.

How to build your brand positioning

To view, use arrows or click to go to YouTube.

Beloved Brands graham robertson

Contact Information

Graham Robertson

Email: [email protected]

Phone: 416–885–3911

Search our site for any marketing topic

M a r k e t i n g    B o o k

beloved brands

the playbook for how to create a brand your consumers will love

With our Beloved Brands playbook, you will learn to think strategically, define your brand positioning, write a marketing plan, make execution decisions, and analyze your brand. Our readers tell us they reach for Beloved Brands as a reference tool to help them with the day-to-day management of their brand. We are proud that 89% of online reviewers have rated Beloved Brands a 5-star. As a result, Beloved Brands has been a #1 bestseller in brand management. We also have the B2B Brands playbook and our Healthcare Brands playbook

Marketing Training

The smarter your team, the better the results you will see!

As a marketing team leader, you know that your team’s success is essential for your company’s growth. Our Beloved Brands marketing training gives your team the skills they need to make strategic decisions, produce exceptional work, and drive business growth. They will learn to define brand positioning, write effective plans, improve brief writing, make informed execution decisions, and analyze their brand’s performance.

We have designed our marketing training program to build the fundamental skills to help your team reach their full potential. We will work with your team to help them learn to take on Strategic Thinking, Brand Positioning, Marketing Planning, Marketing Execution, and Brand Analytics. 

Brand Toolkit
Beloved Brands Popup
Beloved Brands Mini MBA