Luca di Montezemolo

Well, this gets into how we opened the episode that in terms of how people spend money in life, it's housing, food and transportation.

And if you are selling them something in the transportation category, like one of their largest possible spends, and you're selling them the most expensive version of it, you've sort of spiked.

It's like real estate is the only other thing you could really meaningfully start to compare this to.

Yep.

All right, a little segment breakdown time.

They've got three segments that they report.

There's cars and spare parts.

That's 84% of their revenue.

11.5% though is sponsorship, commercial, and brand.

The Formula One team.

Yeah.

I was going to say the commercial and brand, this is sort of where their lifestyle stuff is, the fashion.

But really the interesting bit here is sponsorship.

Formula One for them is a profit generating center that is also the single best marketing dollars they could ever spend.

Yeah.

I mean, the HP deal alone, the title sponsor of the team, is rumored to be $100 million a year.

Is that right?

Sounds right.

Yeah.

Sounds right.