So what is it about Ferrari that inspires that level of passion and emotional connection?

Well, I think what makes Ferrari unique is that for many people, the relationship actually starts long before any purchase.

People encounter Ferrari through Formula 1, family memories, a visit in Maranello, a walk through at the dealership, what the brand has represented across generations.

Long before they become clients, they have often built emotional connection already.

Loyalty is less about commerce and more about trust, and I think that's really important.

It's about feeling understood, respected, and connected over time.

Again, this is easy.

So then Rebecca, that begs the question, how do you actually design for that elevated experience?