David Rosenthal

So Enzo takes the Prancing Horse.

He places it within a yellow shield, yellow being the city color of Modena, with the three colors of the Italian flag above.

This is just a genius marketing move.

The Prancing Horse reflects both the Scuderia and links Enzo and the team to this national hero.

The Shield reflects his intention to do battle on the racetrack.

And the Italian Colors reflect the ultimate ambition to establish this team, this company, and its future cars as the Italian national team and sports car company.

So in our research, I spoke to Luca De Montezemolo, the

legendary Ferrari chairman who would ultimately succeed Enzo and really, in many ways, be his heir, as we will tell in this story.

And I asked Montezemolo, you knew Enzo probably as deeply and as well as...

just about anybody who's still alive today.

And there's this kind of popular legend that Enzo was just a racer.

He only wanted to race.

He didn't really care about business or road cars.

And all the road cars only existed to fund his racing activities.

Montezemolo confirmed when I asked him.

Enzo was a natural born entrepreneur and marketer.

He really was Italy's Steve Jobs in every aspect.

I mean, think about it.

What was Steve Jobs?

He was a marketer, the same as Enzo.