Ferrari develops and produces high end sports cars sold around the world. The brand is synonymous with F1 racing, which helps to support merchandising activities in a number of product areas. Ferrari also licences its brand to a small number of theme parks. The firm currently derives the bulk of profit from the US and European markets, but is growing in China where it is relatively under-penetrated versus peers. Ferrari is pursuing a strategy of top-line growth by adding new products to its range, notably an SUV style vehicle. Its policy however is to limit supply well below demand, and maintain an order book >12 months.