- •
Ferrari prioritizes extreme scarcity over sales volume
“Ferrari ships very, very few cars, around 14,000 per year. That is approximately the number of Toyotas that are sold every 10 hours. There are 10 times more Birkin and Kelly bags made each year over at Hermes than there are Ferraris, and there are 70 times more Rolexes made each year than there are Ferraris.”
- •
Brand awareness vastly outstrips actual product ownership
“Ferrari has the highest ratio of people who know about their products to people who actually own their products of any company in human history. I would argue that over a billion people know what a Ferrari is, even though only about 180,000 people globally actually own one. It is the only ultra luxury brand that has reached mass cultural awareness.”
- •
Existing owners receive priority for new car allocations
“Of the very few cars that they do make, about 80% of them are earmarked specifically for people who already own a Ferrari. That means there's less than 3,000 new customers buying Ferraris in any given year. This funnel narrows pretty tight, and it is one of the most clever business model mechanics that we have ever studied.”
- •
Ferrari market cap exceeds mass-market auto giants
“Ford makes 160 times the number of cars that Ferrari does, yet Ferrari has a higher market capitalization. They're worth more than the Ford Motor Company, and Volkswagen, and Honda, and Stellantis, and Mercedes-Benz. This company is worth so much more than most giant manufacturers while making cars mostly by hand.”
- •
Enzo Ferrari championed total entrepreneurial self-sufficiency
“His father runs a successful metalworking shop and is kind of like a fairly well-to-do middle-class entrepreneur about town. His dad says something to him which sticks with Enzo for the rest of his life: A company is perfect when the number of partners in it is odd and less than three. IE don't take on partners. Always be self-sufficient.”