Description: Ferrari XX Program allows a few of the most passionate fans to buy a FXX or a 599XX race cars and drive them on race tracks around the world.
Source: CNNMoney.com – video report
Date: Mar 14, 2014
Questions for discussion:
- How does this program promote the Ferrari brand internationally?
- Who is the target customer?
- How could this program be incorporated into a company’s rewards program for management development?