Luca di Montezemolo

It's astounding.

No other car company has that.

Yep.

That's exactly right.

And most traditional car companies actually can't do stuff like this.

Their scale prevents them.

So they can't have only limited edition cars and they can't have a super wide range that gets completely rebooted every couple of years.

So they're missing an important piece of the pyramid.

It's very easy to own all of the cars from a big company because most big companies make very few cars.

The thing that makes you successful at scale prevents you from being able to execute Ferrari's strategy.

Okay, so there is one car we have not talked about yet before we catch up to present day.

Well, it doesn't exist yet as of recording.

It's true.

It's true.

We are six weeks away from the unveil of the Ferrari Luce.

Yes.

What is the Luce, David?

And they unveiled this thing in a very unique way for Ferrari, clearly targeting a different demographic.

They unveiled just the internals, like just the buttons and dials and tactile feel of everything and the steering wheel at the top of the Transamerica pyramid in San Francisco.

They have not revealed the outside of the car yet.