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

Link: http://money.cnn.com/video/pf/2014/03/14/pf-latt-ferrari-599xx-race-car-formula-one.cnnmoney/index.html

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?