FT : Rolex was for crypto, Ferrari is for AI
One of the good things about being a financial blog is that, when we read something interesting, we need very little justification for sharing it.
Here’s a section from a Berenberg note in which the bank’s auto analysts sound out Ferrari’s dealer network in the US, Europe and China:
Historically, the route to top-client status was simply purchasing more models. Clients are [now] expected by Ferrari to increase their engagement with the brand. The dealer highlighted that clients are to engage across Challenge racing, Corso Pilota and Cavalcade events, as well as the lifestyle and special sales departments. A client who had previously declined a 296 Speciale allocation but then reversed their decision was told an extra allocation was conditional on doing a Cavalcade event at a month’s notice. The client was also told that participation would bring “something special coming for the 12Cilindri”. He cancelled a family holiday to attend the Cavalcade event and duly appeared on the Manuale allocation list.