Repeat Buyers as Scarcity Mechanism
Insight
About 80% of Ferrari's annual production is earmarked for people who already own a Ferrari, meaning fewer than 3,000 new customers enter each year. This is not just loyalty; it is a scarcity enforcement tool. Selling to existing owners generates revenue without putting more Ferraris on streets where they might feel commonplace. The repeat buyer is a feature of the scarcity model, not just a sign of customer satisfaction.
Related Concepts
Source Context
"About 80% of them are earmarked specifically for people who already own a Ferrari... So that means there's less than 3,000 new customers buying Ferraris in any given year."