Ferrari just held a big shareholder conference with updates on where the company is headed, including minor updates for the upcoming Ferrari Purosangue SUV and all-new fully electric model. Executives clarified in the presentation that Ferrari is not and will not be a “mobility company,” announcing that it would limit driver assistance systems on its new cars to SAE-Level-2-capable at the most with a continued focus on driver enjoyment.

“Today is tomorrow, for us,” Ferrari chief product development officer Gianmaria Fulgenzi tells MotorTrend in an interview. Ferrari is already on track to be 60 percent electrified by 2026, with the introduction of an all-new fully electric model in 2025 that’s anticipated to take up 5 percent of the product mix by the following year. By 2030, the company plans to be 80 percent electrified, with 40 percent for fully-electric models, 40 percent hybrids, and the remaining 20 percent will stick with internal combustion engines.

Those figures exclude potential track-only models. The company also reassured investors that driving experience remains paramount, and the company will only adopt Level 2 or 2+ systems for its vehicles going forward, avoiding full autonomy. (So, advanced adaptive cruise control with a lane-centering functionality on the highway, like Tesla’s Autopilot.) There are 15 new vehicle launches planned for 2023 through 2026, not including this year’s Purosangue SUV.

Ferrari says it will grow its lifestyle branding efforts to expand the company portfolio, with a restaurant, museum, theme park, fashion collections, and collectable items for sale, as well as other owner “experience” opportunities. The Italian automaker says its newer clients are on average 8 years younger over the last five years, and 60 percent of owners now count as Ferrari “collectors” with more than one model, with a higher average of Ferraris per collector over the same period.

Execs were tight-lipped about future products, but did take a few minutes to reassure everyone that the upcoming Purosangue model won’t ruin the company spirit. Ferrari says it’s taken a very serious approach to the performance capabilities of the model, classifying it as one of the brand’s “Sports Car” models on par with something like the Ferrari Roma and Ferrari 812 Superfast and GTS. Company reps are sensitive to it being referred to as an “SUV,” which they claim it is not.

The Purosangue, which translates to “thoroughbred,” will retain the company’s naturally-aspirated V-12 engine exclusively for its September 2022 launch, with only a subtle hint that other drivetrains could be possible down the road, likely including a hybrid. Ferrari has earmarked the SUV for no more than 20 percent of its product mix over its planned lifecycle, suggesting that even if demand is there, the company will limit production to its planned output to maintain brand exclusivity. Executives claimed the Purosangue and EV fit under the company’s current production capacity.