Luca di Montezemolo

It should be the best deal on the internet.

We want to make tickets cheap whenever we have big live events.

You and I have always talked about it as Costco in the front and Hermes in the back.

But really, we're just Ferrari.

Ferrari figured this out first.

Yes.

It's so smart.

If you can marry a luxury brand with a sports team, it is a business cheat code.

Yes.

All right, back to powers.

Did this even ever exist in the first place?

Because this almost never exists when you're an incumbent, but I'm trying to think if they used counter-positioning in the takeoff phase.

Oh, they're counter-positioned against the houses of brands today.

They can do stuff that Lamborghini can't do because of the- The platform sharing.

Yeah.

Switching costs, there's no switching costs.

In fact, I think most people who own Ferraris own other cars and want to keep adding other cars.

And actually, for a while, their F1 team had an advantage because they have their own racetrack that no one else has.

I mean, they have their own wind tunnel and everything, but they also own a... A racetrack.

Yes.