Ferrari has the highest ratio of people who know about their products to people who actually own their products of any company in human history.

2:12about a company that we have covered in the past, Porsche? Yeah, >> even Porsche ships 22 times the number of cars that Ferrari does. And yet, even though almost nobody owns a Ferrari, only about 180,000 people globally, they have among the highest brand recognition. I would argue that over a billion people know what a Ferrari is easily. >> Which means, David, that Ferrari has the highest ratio of people who know about

2:43their products to people who actually own their products of any company in human history. >> I think we got to scope it to companies that make products that are nominally available for purchase by consumers. But >> yes, >> but yes. >> Yes. Like the space shuttle is a product, but you can't go go buy a a space shuttle. So, I would say Ferrari is the only ultra luxury brand that has

3:08reached mass cultural awareness. >> Yeah, >> there's some fun numbers just to keep putting this in perspective. There are 10 times more Birkin and Kelly bags made each year over at Hermes than there are Ferraris. And there are 70 times more Rolexes made each year than there are Ferraris. >> Yeah, it's wild. >> The paradoxes continue. People are dying for their SUVs and yet they limit them

3:30to just 20% of total volume. >> Wait, what is this SUV of which you speak? >> I'm sorry. Ferrari utility vehicle cuz they would never >> Yes, the FUV. The Ferrari utility vehicle. >> Ford, here's another good one. Makes 160 times the number of cars that Ferrari does. Yet Ferrari has a higher market capitalization. They're worth more than the Ford Motor Company and Volkswagen and Honda and Stalantis and