With a brand - and I respect Porsche - but the Ferrari brand is

The words of Luca Cordero di Montezemolo—“With a brand—and I respect Porsche—but the Ferrari brand is more exclusive… We never do SUVs, we never do four doors, and we never exceed 7,000 cars per year. And 7,000 means 7,000.”—resound with the authority of one who guards not just a company, but a legacy. These words are not merely about automobiles; they are about identity, discipline, and the sacred power of limitation. For in an age where excess and mass production are glorified, Montezemolo declares that true greatness lies not in quantity, but in exclusivity, restraint, and the preservation of tradition.

The deeper meaning is that a brand—especially one born of heritage and excellence—is more than a product. It is a symbol, a promise, and a myth that must be fiercely protected. Ferrari, in his vision, is not simply a machine of speed and engineering; it is an heirloom of artistry, scarcity, and prestige. To flood the market with Ferraris, to bend the brand to fashion by making SUVs or sedans, would be to dilute its soul. And so Montezemolo draws the line: 7,000 means 7,000. Here we hear the voice of discipline—the same discipline that ancient craftsmen upheld, refusing to cheapen their craft with shortcuts.

The ancients knew well the sacredness of rarity. In Sparta, the warriors were few by design, trained to perfection rather than multiplied beyond measure. Their strength lay not in numbers but in discipline, in exclusivity, in the myth of the Spartan name. So too does Ferrari live not by mass production but by the aura of the rare, the untouchable, the divine machine reserved for the few. Montezemolo’s words are the modern echo of this ancient truth: that scarcity, upheld with iron discipline, creates value far beyond gold.

History offers another example in the Venetian glassmakers of Murano. For centuries, they guarded their craft, producing only what upheld the highest artistry. They limited themselves, not out of weakness, but out of wisdom. For to flood the world with their glass would have cheapened its value; instead, they preserved exclusivity, and their work was treasured across empires. Ferrari’s discipline is of the same kind: to honor heritage, to resist the temptation of expansion, and to safeguard exclusivity as the soul of the brand.

The emotional force of Montezemolo’s declaration lies in its unyielding clarity. In a world of compromise, he draws a line that will not be crossed. He does not speak of “approximately” 7,000, nor of “sometimes exceptions.” He says: 7,000 means 7,000. This is the voice of leadership that does not bend with profit’s temptation, but stands firm in principle. For principles are the steel that hold tradition together; without them, even the proudest name collapses into mediocrity.

The lesson for us is profound: greatness is preserved not by doing everything, but by doing fewer things with greater excellence. Just as Ferrari refuses to be diluted, so must we guard our own principles, talents, and callings. In our lives, this means setting limits, saying “no” to what threatens our core identity, and focusing our energy on what upholds our highest values. To chase every opportunity is to become scattered; to hold firm to discipline is to become rare, respected, and enduring.

Practical action follows: identify what defines you, and protect it fiercely. Do not be tempted to abandon your principles for short-term gain. If you are an artist, guard your craft; if you are a leader, guard your vision; if you are a worker, guard your integrity. And like Ferrari, set limits—know when enough is enough, and let your scarcity create respect.

Thus, Montezemolo’s words endure not as a corporate policy, but as timeless wisdom: guard your identity, embrace discipline, and let rarity become your strength. For in a world of excess, the rare, the principled, and the disciplined shall always shine brightest, like a flame that refuses to be smothered by the winds of compromise.