How Ferrari Built a Marketing Funnel on Scarcity

The Marketing Funnel Podcast with Fexingo: Awareness, Interest, Decision, and Action Stages · Jun 5, 2026 · 6m · transcript

Lucas and Luna break down how Ferrari turned scarcity into a marketing funnel. By producing fewer cars than demand and tightly controlling who can buy a limited-edition model like the LaFerrari, Ferrari creates desirability at every stage of the AIDA model. They discuss how Ferrari's waitlist acts as a top-of-funnel filter, how the brand cultivates interest through racing heritage and invite-only events, how the decision stage is shaped by resale restrictions, and how the action stage requires proof of loyalty. Lucas shares a specific number: Ferrari's average customer waits 18…