S3E12 - Ferrari's EV Bet and What It Cost Them

Ferrari just dropped an electric vehicle priced at $640K+ and watched their stock fall 8%. What went wrong? Michael and Avy break down the pricing and brand strategy lessons behind Ferrari's Luce EV launch, and why even the most research-backed innovation can miss the mark when it alienates your core customer. They cover why expanding your customer base is the hardest growth play in the book, what Post Malone's country pivot has to do with brand dilution, and the one consumer goods company that launched 70 SKUs over seven years and had exactly one turn a profit. If you're thinking about a new product launch, a new segment, or just whether to mess with what's already working, this one's for you.