Ferrari is more than just a car company – it’s a lifestyle. Or so said John Elkann, the CEO of Exor, the parent company of Ferrari, at a sports and fashion event held by The New York Times in Paris last month month. But in a world in which Formula One and fashion increasingly mingle, it prompts a question: Is there another car brand that could have a similar journey from the road to the runway? Exor, after all, also owns Stellantis, which in turn owns Alfa Romeo, Maserati and Citroen, among other brands.
Elkann, the man behind the 2021 introduction of Ferrari’s high-end fashion line, said it was unlikely that such brands could make the leap to lifestyle. Ferrari started creating luxury cars in the 1940s as a way for its founder, Enzo Ferrari, to finance his racing passion. It has long been more than just a car company, he said.
“It’s a unique company of its own.” To this day, it does not spend any money on advertising. Read more: Why are men wearing this fashion brand if they are not the intended audience? He did, however, acknowledge perhaps one exception: Jeep.
While Jeep and Ferrari clearly have different vibes, both are among the world’s most iconic and recognisable vehicles and both have been automotive mainstays since the 1940s. Like Ferrari, Jeep has a unique brand and could tap into the identities of people who imagine wearing their adventurous and outdoor spirit on their (literal) sleeve. Jeep already sells apparel, including hats, T-shirts and water bo.