Most companies want to sell as many units as possible. Ferrari is not most companies.

They actively restricts supply. If they don't believe in you as their customer, they will refuse your business. They have a multi-year waiting list on purpose.

This is the ultimate pricing power flex - customers are begging to give them money, and they say no.

Scarcity isn't just a branding strategy, it's a business strategy.

Sometimes, the best growth strategy is choosing not to grow.