Ferrari earns from personalisation: which options retain value for owners?

What Ferrari’s report showed

On 3 November 2026, Ferrari published its third-quarter results. Revenue reached EUR 1.896 billion, up 7% year on year; the company highlighted the contribution of its model sales mix and personalisation to the improvement.

This report describes the manufacturer’s economics. It does not prove that every individual paint colour, interior material or special version will earn a profit for a second owner.

An option has two different prices

The first is its amount in the original order. The second is how much a future used-car buyer is willing to pay extra for it. The two are not automatically equal.

An owner may quite reasonably choose a rare finish for personal enjoyment. The problem begins when a personal preference is presented as a guaranteed investment strategy.

How to assess an unusual specification

Start with its origin: is it a factory specification or was the car modified after delivery? Documents and the factory equipment list are needed to answer, rather than appearance alone.

Then assess preservation. For complex materials and unusual parts, repair quality, replacement availability and work records matter. Even a very expensive original option does not remove the effect of the individual car’s condition.

What to consider when buying in Dubai

Compare cars of similar age, history and specification. A price difference between two listings may reflect warranty, origin, repairs or seller terms rather than colour.

Build a separate ownership budget covering insurance, servicing, storage and preparation for sale. Low annual mileage does not mean a rarely used car has no expenses.

How to avoid a mistaken investment conclusion

Do not build a calculation around one expensive sale of a similar example. You need comparability and an understanding of the transaction terms; an advertised asking price is not a confirmed sale price either.

Our view: personalisation makes sense when the owner truly likes the car and the budget allows for potentially not recovering the full cost of options. Ferrari’s financial success shows the strength of its offering, but does not guarantee a buyer future income.

For later resale, keeping documents, service history and evidence of the original specification is more useful than relying on one striking feature. The same applies to other premium brands where an original order may differ substantially from the base version.

Questions and answers

Is the full cost of expensive factory options recovered when selling?

Not necessarily. Their value depends on demand, condition and how they fit with the rest of the specification.

Does Ferrari’s revenue growth confirm rising prices for all used Ferraris?

No. Corporate revenue and prices of individual used cars are different measures.

Next step

Discuss finding and inspecting a car that fits your budget and needs with KULT Strada.

Sources

• Ferrari issuer release via MFN — Ferrari Q3 2026 results. Published: 2026-11-03.