Ferrari is the most powerful automotive brand in the world and one of the most powerful brands in the world.

They also anticipate the future. I listened to a business podcast a few months ago. The guest was Volvo's CEO. He said that the automotive industry is going through three main revolutions: 1) EV; 2) SW and autonomous vehicles and 3) Retail with direct-to-consumer approach. He said that the EV revolution, while a watershed moment, is actually less significant than the SW/autonomous vehicle revolution because EV are actually quite simple and in any case simpler than ICE cars. However the SW/autonomous car revolution is much more complex and the tech companies have a leg up, hence why Apple is coming in. This is when I understood why Ferrari brought in a CEO with no car experience but tech experience and I realized it understands and anticipates where the car industry is heading to.