Luca di Montezemolo

And this episode has absolutely nothing to do with any of that.

Today's episode, listeners, is about selling dreams.

We are talking about Ferrari, one of the most paradoxical companies that we have ever studied here on Acquired.

Ferrari ships very, very few cars, around 14,000 per year.

That is approximately the number of Toyotas that are sold every 10 hours.

But of course, we know Toyota and Ferrari are a silly comparison.

So what about a company that we have covered in the past?

Porsche.

Yeah.

Even Porsche ships 22 times the number of cars that Ferrari does.

And yet, even though almost nobody owns a Ferrari, only about 180,000 people globally, they have among the highest brand recognition.

I would argue that over a billion people know what a Ferrari is.

Easily.

Which means, David, that 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.

Yes.

Yes.

Like the space shuttle is a product, but you can't go buy a space shuttle.

Yeah.

So I would say Ferrari is the only ultra luxury brand that has reached mass cultural awareness.

Yeah.