David Rosenthal: commitment

Transcript context

…That's an official endorsement right there. Absolutely. Oh, absolutely. So here we are now. Enzo is launching his, his Scuderia, his stables, you know, his horses. And he knows that this is the moment to put the gift to use as the Scuderia's logo. It's perfect. Stable horses. But it's more than that. This man had been a national hero. Everybody in Italy knows him and knows the symbol. And Enzo has had it bestowed upon him, not just with, you know, his mother's blessing, but with the explicit direction to put it on his race cars. So Enzo takes the prancing horse. He places it within a yellow shield, yellow being the city color of Modena, with the three colors of the Italian flag. Above. This is just a genius marketing move. The prancing horse reflects both the Scuderia and links Enzo and the team to this national hero. The shield reflects his intention to do battle on the racetrack, and the Italian colors reflect the ultimate ambition to establish this team, this company, and its future cars as the Italian national team, and sports car company. So in our research, I spoke to Luca di Montezemolo, the legendary Ferrari chairman who would ultimately succeed Enzo, and really in many ways be his heir, as we will tell in this story. Important to note, different Luca, than the Luca who wrote the book, David, that most of this narrative is based on.…

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