Luca di Montezemolo

And

Traditionally, most of our customers, I don't know, 90% are men and men in their 50s.

I think the average age is 52 of a Ferrari buyer.

I believe 35% of people who are buying the lifestyle merchandise they're creating are women.

They're really opening up the aperture of Ferrari represents something.

And can we give people more tokens to sort of adorn themselves in Ferrari and not just cars?

Yep.

It's an interesting strategy.

I'm not sure I would do it.

I get why they're doing it.

I'm not sure I would do it.

They've opened two very different style theme parks, one in Spain and one in Abu Dhabi, right next to the F1 racetrack there.

From what I can tell, it's going well.

I think they're totally outsourced to third party partners the same way that you would treat a licensing deal.

But I'd like to go to one at some point.

When I first read that this is what they'd done in the last 10 years, I was a little bit of a head scratcher.

But I get it.

People want to experience the brand in a more visceral way.

These products are so full of emotion and passion that merely seeing one drive by you once every few months on the street is not exactly the way to cultivate fandom.

Yeah, so today it's still 10% owned by Piero Ferrari.