Q7 : What is the behavioral setting taking into consideration of human biases

in the products in design, marketing or sales ?

 1) Lamborghini and Ferrari use limited-edition models, restricted production numbers,

and waiting lists to amplify the exclusivity of their cars. For instance, models like the
Ferrari LaFerrari or Lamborghini Sian are produced in limited numbers, making them
rare and thus more desirable to enthusiasts and collectors.

Sales teams use scarcity to reinforce urgency. Highlighting the limited number of units
available, emphasizing custom-made features, or giving clients the opportunity to
“secure” their spot creates a fear of missing out (FOMO) that motivates purchase
decisions faster.

 2) Lamborghini and Ferrari have distinct and recognizable designs rooted in the legacy
of their brands. Status quo bias is the tendency for people to prefer things to stay the
same; in this case, iconic elements (like the Ferrari’s prancing horse logo or
Lamborghini’s angular design language) cater to the preference for familiarity. By
keeping core design philosophies intact, these brands reinforce trust and prestige
associated with their legacy.

Marketing campaigns for these brands often emphasize heritage, tradition, and
continuity. By showcasing past achievements, notable owners, or racing victories, they
appeal to consumers’ desire to be associated with a legacy brand with a “proven”
value.

 3) Social proof taps into the tendency to follow what others (especially admired or
high-status people) are doing. Ferrari and Lamborghini leverage celebrity
endorsements, feature wealthy or famous individuals who drive their cars, and
strategically position their products at high-status events like the Monaco Grand Prix
or exclusive auto shows.

Sales representatives may highlight how certain famous personalities or affluent

individuals are among the brand’s clientele. This kind of social proof can influence
aspirational buyers who seek to emulate high-status individuals and feel they’re part of
an exclusive group.

 4) Anchoring bias refers to the tendency to rely heavily on the first piece of
information encountered when making decisions. Both Lamborghini and Ferrari set
high base prices on their cars, anchoring consumer expectations around a premium
level, then offer various customization options that increase the price further.

By offering base models at an anchored high price, sales reps can justify upselling on
“must-have” or custom features (e.g., special interior materials, exclusive paint colors)
as they appear smaller in comparison to the base cost, driving up final sales.

 5) During the sales process, Lamborghini and Ferrari often take clients through
lengthy consultative buying processes, where each step (from initial inquiry,
customization, and down payments) builds a sense of investment. This approach
creates a psychological commitment, making clients feel that they have already
invested too much time and resources to back out.
 For highly customized orders, clients may have to pay non-refundable deposits. The
more customers invest upfront, the harder it is for them to abandon the purchase, even
if they later question the decision.

 6) Emotional appeal is significant for brands like Lamborghini and Ferrari. Ads focus
on the driving experience, with sensory-laden descriptions and videos showcasing the
sound, speed, and aesthetics of the car. These brands create campaigns that target
emotional drivers such as thrill, exclusivity, and individuality.

Test drives, in-person design consultations, and visits to the Italian factories offer
immediate sensory experiences that help potential buyers experience the thrill and
exclusivity in the short term, making them more inclined toward purchase.

Q8 : How is strategic interaction between these two companies in different

years?

The strategic interaction between Lamborghini and Ferrari has evolved significantly
over the years, driven by both competitive rivalry and shifting industry dynamics.

 Early Rivalry and Differentiation (1960s-1980s)

The competitive tension between Lamborghini and Ferrari began in the 1960s when
Ferruccio Lamborghini, originally a tractor manufacturer, entered the luxury sports car
market after a personal dispute with Enzo Ferrari. Lamborghini aimed to produce
luxury vehicles with performance that rivaled Ferrari’s, prioritizing comfort and
innovative design. Ferrari, on the other hand, focused on racing pedigree, with cars
designed primarily for high-performance racing, establishing a distinct identity
centered on track success and exclusivity.

 Technological Advancements and Brand Identity (1990s-2000s)

During the 1990s and 2000s, Lamborghini struggled financially and underwent several
ownership changes before Volkswagen Group acquired it in 1998. This acquisition
provided Lamborghini with stability and access to VW’s engineering prowess,
allowing the brand to focus on high-tech features and reliability while retaining its
avant-garde design approach. Ferrari, remaining independent, doubled down on racing
technology, infusing advancements from Formula 1 into its road cars, such as
advanced aerodynamics and specialized engines. These distinct approaches—Ferrari's
racing-centric focus versus Lamborghini’s emphasis on exotic aesthetics and driving
pleasure—helped differentiate each brand while maintaining a shared commitment to
luxury.
  Market Adaptations and Expanding Product Lines (2010s-Present)

In recent years, both brands have adapted their strategies to accommodate the growing
market for high-end SUVs and electric vehicles.

Lamborghini launched the Urus in 2018, marking a significant shift as it entered the
luxury SUV market. The Urus’s success positioned Lamborghini in a new consumer
segment and allowed it to capitalize on growing interest in luxury SUVs.

Ferrari, more cautious in its SUV adoption, plans to release its first SUV, the
Purosangue, only recently, focusing on ultra-luxury and exclusivity to differentiate
from Lamborghini’s sportier Urus.

Both brands are also contending with industry shifts towards electrification. Ferrari
has announced hybrid models, such as the SF90 Stradale, combining electric power
with traditional combustion engines. Lamborghini has introduced limited hybrid
models as well and is set to release a fully electric model by 2030. Each company is
thus balancing innovation with brand heritage, aiming to meet regulatory demands and
customer expectations without diluting brand identity.

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Classement des comptes Instagram voitures et motos les plus influents au monde
en 2019, par nombre de followers

References :

https://buildd.co/marketing/lamborghini-marketing-strategy

https://www.mckinsey.com/industries/automotive-and-assembly/our-insights/five-
trends-shaping-tomorrows-luxury-car-market

https://buildd.co/marketing/ferrari-marketing-strategy
 https://fr-statista-com.em-lyon.idm.oclc.org/statistiques/993719/compte-instagram-
voitures-motos-plus-suivis-monde/?utm_medium=api&utm_source=statista_content-
list&utm_campaign=version_2-7

https://www.grunge.com/405788/the-truth-behind-the-rivalry-between-ferrari-and-
lamborghini/v

https://www.thevintagenews.com/2016/06/23/story-behind-ferrari-lamborghinis-
rivalry/

https://www.granturismoevents.com/story-the-epic-story-behind-the-ferrari-and-
lamborghini-rivalry/

tesla is offering its products with a different price in different countries.