Comedian sensation and talk show legend David Letterman, a Ferrari fan and owner, summed up the appeal in an NYT interview. "Why Ferraris? Because they're so ridiculous," he said. "It's a visceral response. They're beautiful, sensual. They smell great: the leather and the smell of the oil they inevitably leak. The sounds of the engine, exhaust, and transmission are just so mechanically obvious. And who needs a car that can do 180? They're fabulous."
Ferraris secure attention, frame the narrative, attract the right clients, and repel the wrong ones.
If women were attracted to men who drove expensive vehicles, they’d marry combine drivers.
That's behavioral communications.
Marc A. Ross is a globalization strategist and communications advisor. Ross specializes in helping entrepreneurs and thought leaders make better connections and better communications. He is the founder of Caracal Global and Brigadoon.