The Purosangue Paradox
Insight
Ferrari customers begged for a family-friendly vehicle. Ferrari built the Purosangue (they call it a "Ferrari Utility Vehicle," never an SUV), then capped it at 20% of total volume. There are 10x more Birkin bags and 70x more Rolexes made per year than Ferraris. The pattern: acknowledge customer demand, satisfy it partially, and keep the ceiling firm. Meeting demand while refusing to fully satisfy it is the Purosangue strategy and, really, the Ferrari strategy in miniature.
Related Concepts
scarcity | strategy | decision
Source Context
"People are dying for their SUVs and yet they limit them to just 20% of total volume... Ferrari utility vehicle, because they would never [call it an SUV]."