Is Ferrari a car company?
The obvious answer is yes, but not according to its CEO, Benedetto Vigna, who recently described the company’s business model saying,
“We are not – we are not – a car company. We are a luxury company that is also doing cars.”
That’s their differentiator. Their brand. Their “schtick.” And, it works, but not because it’s a marketing ploy. It works because Ferrari backs it up with its actions.
How so?
By adhering to its founder Enzo Ferrari’s “scarcity dictum” that declares,
“Ferrari will always deliver one car fewer than the market demands.”
Delivering one fewer than the market demands —
How many businesses can say they do that?
In my experience, very few. In fact, many do precisely the opposite.
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