From the 1990s, Ferrari without Ferrari experienced periods of failure and success – the most dizzying between '00 and '04 when that superb German driver Michael Schumacher won five championships in a row. The company's consumer division was tended more deliberately too, and by the 2010s, Ferrari had been squarely positioned beside the likes of Gucci and Hermès, a signifier of much more than plain quickness. Ferrari's fashion collections, first launched in 2021, are part of several brand expansions over time. Soon, the company will begin selling an SUV.