Ferrari
Strategic Concepts & Mechanics
Primary Evidence
"YOU started from nothing, you conquered everything you could dream of: you climbed to the top of the world in the sector you had entered as the last of the workers, you rang the bell at Wall Street, you bought Ray-Ban – all of Ray-Ban –, you're the richest man in Italy, you have a Rolls-Royce, a Ferrari, a yacht in Monte Carlo, a villa on the French Riviera, buildings across half of Europe, a charming villa in typical Caribbean style in Antigua, you have a new partner – the third –, you have a newborn child with her and another on the way, in addition to a child of not even ten years from your previous wife and three grown children who are living their lives. You are approaching your seventies."
"When his son Claudio teases him to buy a Ferrari, Leonardo says no: "No, because it is not mass-produced, it is less reliable precisely because it is handmade. Machines that are mass-produced, if well programmed, are more infallible than man.""
""You can't just put the Ferrari brand on a toaster to turn it into a luxury car," Sergio Marchionne would say."