Ferrari makes you pay to pick up your own car by calling it an “exclusive factory tour.” Rolls-Royce and Maserati made cars feel cheaper by selling them next to jets and yachts. Value is rarely logical. It’s contextual. — Rory Sutherland
@wishup1Transcript
If you buy Ferrari, they'll deliver it for free to your local Ferrari dealership, apparently. Or you can pay 500 pounds, have a tour of the factory in Maranello, which you travel to your own expense, and then drive the car home. Now, I don't know if you noticed that, but by framing it as a tour of the factory, they've got you to pay to collect your own car. Rolls-Royce and Maserati made their cars cheaper through innovation. They stopped exhibiting them at car shows, where they look expensive, and they started exhibiting them at yacht and plane shows. If you've been looking at Lear Jets, Gulf Streams, and Sunseekers all afternoon, a 250,000 euro car is an impulse buy, okay? By the way, if you allow people to pay for something contactlessly, it feels 15% cheaper.
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