This content was created by Eric Siu. This content was uploaded by Eric Siu. This is a YouTube clip titled "The genius of Ferrari’s marketing" (created 2024-05-10) containing a single-speaker English commentary. The speaker recounts an anecdote about Ferrari’s marketing strategy—deliberately limiting production and creating scarcity to maintain brand exclusivity—illustrated by a story of a wealthy American client and a remark about the title “Commodore/Commodatore.”
Ferrari was an absolute marketing genius. I remember one visit from a very important and wealthy American client. The factory parking lots were filled with unsold cars, which we tried to hide from public view. The American said, Commodore, I would like to buy a Ferrari. And it's not Commodore, it's Commodatore or something. I don't know what that means. Ferrari replied, yes, of course, but we have so many requests. I'll do what I can, but I'm afraid that you will have to wait several months before you can buy one. That was because a Ferrari must be desired. It cannot and must not be perceived as something that is immediately available. Otherwise, the dream is gone. In order to maintain the exclusivity of the brand, production has always been lower than the requests of the market. So that's the genius of Ferrari's marketing. Dude, that's smart.
