Ferrari turned into the world’s hottest sports cars brand, and one of the best-known luxury brands, by carefully fine-tuning its image.
The sports cars were sold as race-inspired machines, brimming with the DNA of Ferrari’s Formula 1 team, the most successful in the history of the sport (think Michael Schumacher, Niki Lauda and Canada’s own Gilles Villeneuve). Production was limited to ensure a two-year waiting time for delivery.
Anything less and the cars might lose their worth-waiting-for mystique; anything more, and buyers might lose patience and opt for a Lamborghini or a McLaren.
Fifty grand only buys you the most basic Discovery Sport, though.
It’s listing at $46,222, including freight and destination but not including taxes.
So there’s no room for any of those extras that most people opt for, such as heated seats, keyless entry and a third row. Just as long as Eric knows before he starts ticking boxes and signing forms. All this tempting stuff that you’re told will cost less than a coffee a day adds up quickly.
But you have to admit the Discovery Sport is a contender.