Luca di Montezemolo

I mean, you could argue the entire Tifosi.

Absolutely.

All 400 million Ferrari sports fans are sort of the base that you sort of enter and then graduate up from.

I mean, here's an example of the most absolutely insane top of pyramid experience.

The most extreme clients can buy a former F1 car.

Yes.

Like an actual F1 car that was raced in prior seasons.

But of course, you can't just go drive an F1 car.

And let's say you even store it in your garage.

How are you going to drive it out of your garage?

So what they do is they store it for you in Maranello.

It's like a library of wine.

And they staff it.

with an engineering team and a set of mechanics and a whole events team.

And then they build programs and say, hey, do you want to come race at our private racetrack on this day?

Do you want to come race your car?

We'll get your team ready to drive it around.

And maybe if you want to race it somewhere else, we'll fly the whole team in the car there.

So you just roll up and then you can drive your F1 car around that special track.

I mean, the cost, the investment that I think most people don't realize to staff the full infrastructure is crazy.