Ferrari is an extremely vigilant and aggressive protector of its brand. Beyond simply banning customers who might tarnish its image, Ferrari has also destroyed a significant number of counterfeit goods. In 2023 alone, the supercar manufacturer obliterated over 400,000 fake products bearing the Ferrari trademark.
According to a recent social media post, the Italian marque destroyed no less than 100,351 pieces of counterfeit Ferrari clothing. Additionally, they wiped out 30,161 bottles of perfume, 17,231 handbags, 17,438 pairs of shoes, and a staggering 60,903 counterfeit Ferrari watches. But that’s not all; Ferrari also destroyed 13,415 belts, 11,500 logos, 800 scooters, 872 model cars, 91,229 pairs of sunglasses, 1,092 balls, and 57,503 counterfeit wallets.
Remarkably, among the counterfeit items destroyed by Ferrari in 2023 were three automobiles. Along with Lamborghini, Ferrari is one of the most replicated car brands. It’s not uncommon to come across modified or self-made vehicles mimicking the Ferrari design. It remains unclear how Ferrari managed to confiscate these three counterfeit cars.
The supercar brand has launched a campaign rewarding individuals who report counterfeit Ferrari products on the market. Informants are required to provide detailed information, including the businesses selling the fakes, quantities, and clear images displaying the Ferrari logo.
Ferrari primarily focuses on commercially sold products and only accepts reports on such items. Hence, it is unlikely that Ferrari would confiscate and destroy a homemade Ferrari replica built purely for personal use.
In 2023, the Ferrari brand sold a total of 13,663 supercars globally, reflecting a 3.3% growth from 2022. This success is partly attributed to the launch of the Ferrari Purosangue, their first supercar with a high-riding chassis. However, Ferrari intentionally limited the sales of the Purosangue to ensure it contributes a maximum of 20% to their total sales volume. This strategy ensures the brand doesn’t become overly reliant on their new SUV offering.
Additionally, in the previous year, Ferrari generated a total revenue of €5.97 billion, a 17% increase. Their operating profit stood at €1.61 billion, accounting for 27% of their total revenue. This substantial operating profit cements Ferrari’s dominant position in the automotive industry.
According to official financial reports, Ferrari made nearly €118,000 per car sold in 2023, an increase of €25,600 from 2022. This substantial sum contributes to Ferrari’s leadership in the ultra-luxury car segment. To put this into perspective, consider Porsche, the second-highest profit-making car manufacturer in 2023. Porsche would need to sell five cars to match Ferrari’s profit per vehicle.
Aside from automotive sales, Ferrari also profits from Formula One racing and the sale of official merchandise. Therefore, it’s no surprise that Ferrari takes such aggressive action against counterfeit goods.
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