According to the results of a Chinese luxury consumer survey released by Hurun Research Institute in January, the average age of respondents is 36, with those under 35 accounting for 51 percent. Among ultra-high-net-worth individuals who are considering purchasing a car in the next two years, 27 percent list sports cars as their preferred category.

China stands out in its global footprint for a younger, more tech-oriented customer base. "They are very young, tech-savvy and have an appreciation for things with history, value and legacy. They also include a higher proportion of women compared with many other markets," Voss said.

He added that motivations are evolving. "People love things that have status, but not for status itself — more for craftsmanship, heritage and technological sophistication. They look for experiences and a sense of belonging."

Beyond car ownership, Ferrari is expanding its experiential ecosystem in China through track days, racing programs, Ferrari tours and personalization, including tailor-made options, with Casa Ferrari Shanghai serving as a dedicated space.

As an example of its localized approach, the Ferrari Amalfi Spider will make its China debut in May, featuring five configurations within a limited allocation of 50 units.

The company is accelerating its lifestyle push in China, including fashion, experiences and its recently launched hyper-sail project. The aim is to extend brand equity beyond cars into culture and aspiration.

Motorsport is also reinforcing that positioning. Interest in Formula 1 has risen sharply, helped by global media exposure such as Drive to Survive and recent F1-related films. The 2026 Formula 1 Chinese Grand Prix in Shanghai drew more than 230,000 attendees over three days, a record for nearly two decades, with ticket revenue up more than 30 percent year-on-year.

Ferrari's long-standing Formula 1 heritage remains central to further elevating its presence among its customers and sports fans. As the only team to have competed continuously since the inaugural Formula 1 World Championship in 1950, Scuderia Ferrari has won 16 world constructors' and 15 world drivers' championships.

The company sees China not as a single market, but as an evolving ecosystem of wealth, culture and technology. "Ferrari is here to stay for a long time," Voss said.

wangzhuoqiong@chinadaily.com.cn