Luca di Montezemolo

And production would start climbing again.

You know, as I mentioned, the 355 was really well received and they started really building up their backorder list again.

But interestingly, it would not eclipse that 1991 peak of 4,500 cars again until 2006, a full 15 years later.

Where did Luca come up with this strategy?

Like, did he adopt the luxury strategy from somewhere else?

Did he invent it from whole cloth?

It's interesting.

That makes total sense.

The other big piece of his strategy is anytime you see a Ferrari, it needs to scream Ferrari at you.

And in a way that was really exemplified by the 355.

It looked like all the cool classic Ferraris and the race cars, but it was much easier to drive.

So there should be sort of a unification between the stuff we're selling to people and the race cars.

He does a handful of other tactics that I would say set the company up for success in the short term, but add risk in the long term.

And there's a big need to.

Ferrari was operating in the red when he came in.

They generated losses, like real income statement losses from 1992 to 1994.

And by 96, they were back to break even.

And by 97, they were profitable.

But

I would say all the ways to generate profits were not the best long term solution.