How To Destroy A Great Global Brand And The Cult Of Ferrari

Prati Management
4.17K Followers

Summary

  • Business Model Change Spells Disaster for Ferrari: Moving business model from limiting production far below demand to ramping production and increasing price to maximize revenue and earnings near-term destroys "exclusivity."
  • Ferrari Unprepared for Technology Transition: Companies such as Tesla are leading the charge to electric cars, reduced carbon emissions, and autonomous vehicles making internal combustion engines (ICE) ancient in comparison.
  • Autos (Including Ferrari) are Highly Cyclical: Ferrari Shareholders argue Ferrari is not cyclical and its buyers pay cash. Ferrari is highly cyclical and most customers finance their vehicle acquisition.
  • Valuation Not Justified: Ferrari trades at a premium to AMZN on cash earnings. Volkswagen (owns Porsche, Lamborghini & Bugatti) is far further along in terms of adapting to new regulatory regime trades at<6x 2020 and<5x EBIT.
  • Autos Not Needed:  Automobiles are parked ~95% of the time, creating huge demand for shared services, driverless cars, and a change in technology – think AIRBNB for your car, but driverless UBERs with no parking necessary.

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Short Thesis Summary

Demographics, technology, the Green Movement, electric and autonomous vehicles along with substantial over-production by premier ICE manufacturers are all culminating to derail RACE stock, which is sitting near its all-time high right below ~$180 per share in the USA sporting a ~$33 billion market cap. The golden age of Formula-1 and a constantly growing demand curve for exotics (especially Ferrari) is over. The dominance of ICE technology and loud powerful engines is rapidly coming to an end. The entire group (Ferrari, Lamborghini, McLaren, Aston Martin, Porsche, etc.,) are cranking up production and trying to jam as many vehicles as possible into the channel for the global wealthy consumer base while this business cycle and the longest-running bull market of all time still have legs.

All the manufacturers recognize the “game” of exclusivity in this segment is over, and they are working furiously to drive profits while they can. The declining residual values of the supercars is a poorly-kept secret among enthusiasts, but apparently is completely unknown by the investor and analyst community. Asking prices remain absurdly high and Ferrari salesmen, who stand to lose their livelihood, are working hard, to keep up the façade that there is still substantial backlog and that used cars are holding up in value. It is a fantasy. Our extensive checks show used Ferraris are for sale everywhere, and not moving. We have checked with multiple dealers from coast-to-coast and dealer lots are filling up and full, and there is ample negotiating room. Electric vehicles and the green movement make ICE engines unappealing and the scorn of society. Even if these ICE stalwarts had the technology and ability to transition to electric vehicles, there is no differentiation. How would they catch Tesla and others

This article was written by

4.17K Followers
Richard Prati has nearly 40 years of equity analysis and investment experience and spent nearly 20 years on Wall Street in various positions including the co-founding of American Technology Research and ultimately selling the company in 2008. Experience in public and private global equity analysis and investing. BS in Economics from Vanderbilt and MBA from the University of Rochester.

Analyst’s Disclosure:I am/we are short RACE. I wrote this article myself, and it expresses my own opinions. I am not receiving compensation for it (other than from Seeking Alpha). I have no business relationship with any company whose stock is mentioned in this article.

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