In a world fuelled by filters, fast fashion, and fleeting trends, Ferrari — yes, the 76-year-old purveyor of roaring Italian horsepower — has somehow become a touchstone for Gen Z’s evolving taste in luxury.
Not a TikTok tycoon or an NFT mogul, but Ferrari. The same brand that’s been hurtling down racetracks and bedroom posters since Enzo had hair. And it’s not just nostalgia behind the wheel.
According to fashion analyst and automotive lifestyle commentator Livia Gueissaz, the reason Ferrari resonates with younger audiences has little to do with top speed and everything to do with staying power.
“Ferrari represents the opposite of disposability,” Gueissaz explains. “It is engineered excellence, built over time, made to last. That speaks to a generation tired of fast food in all its forms.”
Ferrari, in this context, has become less of a supercar and more of a statement. While the market is saturated with tech toys that age faster than milk in a heatwave, Ferrari’s legacy offers something far rarer — permanence.
And in an age riddled with climate dread, financial whiplash, and the dopamine-dealing doomscroll, permanence is the new provocation.
This isn’t just about chrome and carbon fibre. Ferrari’s DNA — the Rosso Corsa, the prancing horse, the unflinching design ethos — hasn’t been diluted by desperate attempts to go viral. Instead, it’s stayed true while still evolving. And that, oddly enough, is what makes it feel current.
“Young consumers are smart,” says Gueissaz. “They know the difference between a logo and a legacy.”
Ferrari, she argues, is luxury with a long game. A car you restore, not replace. A brand that grows old with you, not out of date. In a culture that tosses things away faster than it can hashtag them, that kind of thinking feels almost rebellious.
Of course, critics will point to the elephant-sized carbon footprint sitting in the driveway. But Gueissaz offers a more nuanced take:
“Sustainability isn’t only about materials or emissions. It’s about how long something is designed to last. A Ferrari is kept, restored, and collected — never discarded. That’s the kind of mindset we need to encourage.”
This philosophy echoes in Ferrari’s latest moves — a pivot toward hybrid innovation, tighter production volumes, and a heightened focus on craftsmanship. It’s not shouting “eco-warrior,” but it is whispering “slow down, appreciate the build.”
For Gen Z, who are rapidly redefining what it means to aspire, Ferrari isn’t just a symbol of speed. It’s a beacon of value earned over time, not hacked overnight.
“They want to be part of something meaningful,” Gueissaz adds. “Ferrari isn’t just fast — it represents legacy, precision, and permanence. That’s the new aspiration.”
In the end, perhaps it’s not about the sound of the engine or the curve of the chassis. It’s about what Ferrari refuses to become — temporary.
And in an era where so much disappears with a swipe, that might be the most luxurious thing of all.
