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#98 Enzo Ferrari (the making of an automobile empire)

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Exclusivity and Myth of Ferrari

Ferrari believed that a Ferrari must be desired and exclusive. He maintained the brand's allure by intentionally keeping production lower than market demand. He was a marketing genius, making customers wait for months to buy a Ferrari, ensuring it remained a coveted dream. Enzo Ferrari lived as a prisoner of his own myth, strictly adhering to habits and maintaining an enigmatic persona by never boarding a plane and wearing dark glasses to observe without being observed.

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