Ferrari announces Rakuten partnership as 2027 order book fills
The agreement begins in January, but Ferrari has disclosed neither its scope nor financial terms.
Ferrari has announced a partnership with Rakuten Group that will take effect on 1 January 2027, adding a new commercial relationship as demand for its vehicles remains strong.
The announcement, made on 17 September, did not disclose the partnership’s scope or financial terms. Yahoo Finance reported that Ferrari’s order book was fully covered for 2027, while the 12Cilindri Manuale was fully allocated.
Ferrari raised its 2026 revenue guidance to about €7.60 billion from approximately €7.50 billion, citing demand for personalisation and a richer vehicle mix. Second-quarter revenue rose 8%, while operating profit increased 10%. On a constant-currency basis, revenue growth was 11% and operating-profit growth was 16%.
Industrial free cash flow rose 39% to €276 million, and Ferrari returned more than €800 million to shareholders through dividends and buybacks. Revenue also benefited from higher sponsorships and engine rentals to other Formula 1 teams.
The outlook remains exposed to higher depreciation, marketing and industrial costs, currency movements and uncertainty in the Middle East. Ferrari’s operating profit also benefited from temporarily lower depreciation and amortisation, while a 23.0% tax rate reflected an estimated Patent Box benefit.
