How do car companies like Ferrari decide who to send buyout invitations to for their limited-production-run supercars?

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Asking because I recently got reminded that cars like the LaFerrari (of which there were only 500 made) weren’t just sold to anyone with enough money to afford them, but buyout invitations to a select few were given out and only those people could purchase the cars with their personal initials etched onto the steering wheel and everything.

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Rapport, mostly. You start with an entry level model, and if you take good care of it they’ll be more inclined to sell you something more special.

I’m pretty sure with the Enzo, you had to have previously purchased multiple other Ferrari’s just to qualify

You buy a used ferrari and join your local ferrari club and attend events. There is a minimum amount of events to attend before being allowed to buy a new ferrari. Once you have a new ferrari you keep attending to events all across europe and eventually you will be put on a list of people they will ask when building a limited edition line.

Many Ferraris gain value through the years, since the are both good and rare. But ferrari doesn’t want billionaires to buy thier cars as investments, so they make sure that potential buyers are in it for the driving experience.

edit: source https://youtu.be/G2JeiHxJaxg

They likely have some sort of internal customer rating/ranking system based on number and types of Ferrari’s bought/owned, wealth, prominence/reputation, personal rapport with company and such. Lots of companies do this to offer perks, upgrades, limited products, etc. — some more in the open (ie the tiers of Frequent flyer programs) while some are internal.

With the limited run cars, companies like Ferrari choose who they will offer the cars to, not the other way round.

Basically Ferrari know who their top customers are – the people who buy lots of vehicles from them, look after their cars, take part in Ferrari events, join owners clubs and so on.
There may also likely be a certain amount of consideration given to things like a person’s fame and public status (the people that will act as a good advert for the brand and help promote the cars by being seen driving them), or whatever other reasons or people Ferrari deem appropriate.

It is worth remembering that brands like Ferrari are an exclusive club, and a lot of the members aren’t the sort who have to save up their money before trading in their car for a slightly newer secondhand vehicle – they are the people Ferrari phone every year to offer a new car, and probably accept it because they fancied a different paint colour. So Ferrari know exactly who their best customers are, and who are the people that can afford something like a limited run hypercar…