Ferrari

Ferrari makes money by selling world-class sports cars and racing gear to a very small group of wealthy fans. They give their customers the thrill of a race car and the status of owning a piece of Italian history. They stay in the market by winning races and keeping their cars so rare that you often have to be invited just to buy one. Their secret is the “Prancing Horse” logo, which people pay extra for just to be part of the club. They use Brand Leverage to run a Premium model distributed through elite showrooms.