Luca di Montezemolo

It is incredible.

Now, if you're Ferrari, it would be nice to participate in this whole secondary market somehow, in sort of a tertiary way.

Yeah, tell us about Ferrari Classy K. Yeah.

So let's say you buy a used Ferrari or you're getting yours ready for sale.

It sure would be nice if there was a certificate from Ferrari saying that they looked it over and they looked at every part and it's genuine.

Well, good news.

There's a program for you called Ferrari Classic A. And for just $6,000 to $10,000, you can get it looked over and get just such a certificate.

And you really only ever get it serviced at a Ferrari authorized service center.

I mean, you're not getting your oil changes at your local oil change place.

If you're a Ferrari owner, you definitely intend to sell it at some point.

Like either you're going to trade it for another Ferrari, you're going to sell it so you can buy another one, you can add to your collection.

Even if you're going to die with it and pass it on, you still want it to be this appreciating asset or asset that holds its value.

So you are going to get it maintained with meticulous records.

From Ferrari and from Ferrari Service Center.

So it's a nice little closed ecosystem that they have created.

Okay, so why do they do all of this?

And why do they launch four new models every year and rapidly discontinue models and have all these clubs and events and track days and Classique and a robustly tracked secondary market?

And there's all this infrastructure.

Well, friend of the show Brian Lum from Bailey Gifford had a great insight on this.

This is a great mental model.