Period January 28th two thousand and eighteen Daytona Beach. Florida is nearly two hundred and thirty p dot m thousands of overcrowded into the stands of the Daytona International Speedway. There full of beer in high spirits and other as they watch the final hours of the most prestigious endurance motor race in the United States, the Rolex twenty four drivers make turns navigating their teams car around the twisty course spectators, lean forward and cheers they whiz by it more than two hundred mph. The car that travels the far just after twenty four hours, winds The most exciting competition is in the GTD class, unlike prototype race,

cars that look more like spaceships than actual cars, the GT the class features customer automobiles, real Cars that ordinary people can buy their stripped of all comforts beefed up with better bring and let loose on the track. There are porsches and corvettes an sure, that's interesting, but the real car buffs are cap invaded by the lamborghinis chewing up the track against the Ferraris. Those car they're pushing hard in the crowds. Since something amazing is about to happen. Their eyes are glued the neon green Lamborghini that screams around the curve closing in on the finish line. If they can hold on and make it to the line, they won't have to go much further and they do Lamborghini celebrates victory Daytona in the Lamborghini pit, there is extatic pandemonium drivers and mechanics hug each other high five and pump their fists in the air. It is sparkling moment in the history of Lamborghini, the first ever victory

twenty four hour race, but it is only the beginning. The company's rise to racing stardom's. Two thousand and eighteen progress is Lamborghini vies for a first ever national championship in International Motor Sports Association racing. The all season comes down to the last laps in the final race petite lemon in Atlanta that October a racing driver named Brian sellers is flooring, a Lamborghini toward the finish line in third place and if he can hold go into third, he will win in the team enough points to capture the national championship cannot believe how close this is. Celis hit. Third, oddly enough for the chocolate chip wants erased, what is sees it? Sellers wins the championship for his team and Ferrari is left in the dust stunned through

it's history. Lamborghini is only competed with Ferrari in the showroom buying for favor among the same wealthy car fanatics, Borghini seated, the racetrack to its archrival Ferrari, but now in twenty eighteen for the first time ever, Lamb, guinea has taken on Ferrari on the track and one, but with smell of burnt rubber still in the air it clear that Lamborghini and Ferrari have pushed their competition. Into a whole new era. Now These two rivals take into high gear pouring more money into their engines in an attempt to hit high higher speeds than ever. Business sponsored by audible, audible, has the world's largest selection of audio books and audio entertainment, including audible, are

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thirty day. Audible trial, choose one audio book and to audible, originals, absolutely free visit, audible, dot com, Slash B, w or Text B, w two five hundred five hundred: that's audible, dot com, Slash B, w or Text B, w two five hundred five hundred from wandering. I'm David Brown, and this is business wars in nineteen, sixty three, an argument between two industrialists in ITALY: Enzo Ferrari and Ferruccio Lamborghini ignited

rivalry to outdo each other, building the fastest, most expensive and most striking automobiles on the planet. For decades, car, bands of marveled at the wild machinery. These men made from the the name to the Ferrari: five one hundred super fast from the guinea Kun Tosh to the Ferrari Testarossa each car make her trying to outdo his rival and claim supremacy. This is the third. The final episode of our series, supercar speed, Freaks by one thousand nine hundred and ninety seven lamb Morgan is owned by a malaysian company and an indonesian corporation. For years it's been burning up cash faster than gasoline. Ever since founder Ferruccio Lamborghini sold a controlling interest in one thousand. Nine hundred and seventy three, the company

been passed around from owner to owner like an unwanted dog. All that is about to change. Summer, one thousand nine hundred and ninety seven Wolfsburg Germany in the Office of Ferdinand Peich, big things- are happening. P accuse motoring royalty. He is the grandson Ferdinand Porsche, who is behind one of the most herald. Branch in motoring he's also cry with creating the original Volkswagen contain doing the family legacy. Piec is serving as chairman of the Board of VW. He spent the earlier. The decade. Turning VW into a money making machine there is cash galore, but he's looking for something more He tells his deputies his plan. I want to start assembling a roster of prestige car brands. I'm thinking rolls Royce Bentley.

Even Bugatti. Over the next year peak goes on a buying spree Finally, he acquires a new trophy Lamborghini for about one hundred million dollars about one sixty million in today's dollars. It is a marriage of convenience, by one thousand, nine hundred and ninety eight. When VW takes ownership, Lambeau is low on cash and floundering. It's only about three hundred employees producing about two hundred cars a year. It's practically a backyard operation. The brand still has global street cred rivaled only by its nemesis Ferrari. The name Lamborghini is synonymous with sex and Speed Ferdinand Peich. To do what no one has been able to do. Yet. What Chrysler Guide to do failed turn Lamborghini into a full

full blown car company, one that makes money its vehicles, a bad rap for faulty wiring and mechanical problems that no Cornershot mechanic could ever fix. Now. Am I in all that italian style and emotion imbued with real german engineering and why stop there VW plans to give the brand of fresh start with a whole new? Look so p? calls on the one man he knows he's up for the challenge: Luke, Donker, brilliant belgian car designer. Look I have a tough challenge for you. Wait a whole new design language for Lamborghini Donker Volker goes to work on. First, all new Lamborghini model in a decade. He explains his approach, Do an interviewer at a car show obviously

when you when you're designing something for an established brand. You are following an evolutionary route. We you you have to define if you have to break it and create a revolution or if you to to carry on when the new model finally appears in two thousand and one it defies expectations with its angular complexity and a look that seems like it's begging to cold like it runs non gasoline but pure testosterone. The whole pack which has such a low center of gravity. One has to practically lied down in the driver seat, two hundred and eighty thousand dollars. Five hundred and seventy five horsepower Wiley cool scissor doors. The vehicle is called the mercy a name after another. Famous fighting bull

the original Murcia, Lago Bull survive. Twenty four hours strikes from swords in an epic battle, with the mad adore in Spain, back in one thousand, eight hundred and seventy nine, it's a fit the name for Lamborghinis Comeback car one. So what this new Lamborghini is like? Take a spin with Richard end of the wildly popular british tv show top gear as he race is down a closed off highway in Abu Dhabi, Roar I wanna noise. Fourteen hundred six thousand seven hundred and seventy miles an hour. Alongside Bruce Wayne AKA Batman, when he shuns the baton, deal for a Murcia Lago to speed around Gotham in the two thousand and eight film. The dark knight

The Lamborghini after the Murcia, Lago comes the Murcia, Lago Roadster, a convertible and the guy Ardo, slightly smaller and less insanely expensive Lamborghini. Unlike previous lambos, these cars feature bulletproof engineer and there is easy to drive, as they are fast weaving, through traffic feels like playing a video game just as peak predicted Lamborghini is now a full fledged 21st century company, with a lineup of sexy but dependable consumer cars and it's turning a profit. Suddenly lambo is hot again celebrities from Kim Kardashian to Justin, Bieber or seemed driving lamborghinis hip hop star from Connie, W Tu, n'as or driving lambos and riding popular songs about him. There's lupus

iosco with the song, Lamborghini angels and Purple Lamborghini from Rick Ross. Meanwhile, the Ferrari Factory is humming. Piero Ferrari Enzo Ferrari's, only surviving son surveys, the latest production numbers from the relative quiet of his office. He glances up Time to time and looks out of the factory gates, pondering how far his father's company is come and the storms it's whether the numbers tell a remarkable story: Ferrari has increased production by thirty percent in less than a decade. It is June, two thousand and seven in this sea of Modena, where Ferrari has lived his entire life. Let's gather it sunset in the main, Piazza rich for re owners and fans, car designers, racing drivers all sit around tables drink,

I'm fine wines, it's a who's who of the motoring world Suddenly, the sound of an engine can be heard above the crowd, then another engine and another until the roar of engines becomes wonderfully deafening. The parade of near priceless vintage ferraris slowly rolls over the cobblestone pizza and pasta for 18th century cathedral, dozens these cars, many of them worth millions and millions of dollars. This is how Ferrari does a birthday party, the company sixty years old October, 21st, two thousand and seven, the whole motoring world turns to Sao Paulo Brazil.

Final race of the formula one season in ITALY, 10s of thousands of people, are laser focused on their tv sets. Three drivers are eligible to win the most coveted racing title in existence formula one world championship and one of them will be driving a ferrari. The final laps, the Ferrari driver guns, past competitors to win back the world championship for the first time in three years. With this with Ferrari, has one more formula. One titles than any other company ever and Lamborghini well, they're, not even on the racetrack it takes, hundreds of millions of dollars in investment for a team to compete in formula one, despite the in version of cash from VW and a major rebranding. The company still can't afford to compete. It's a

cursive, eternal frustration for Lamborghini, but not for long by two thousand and eleven as the global going to finally starts pulling out of the great recession Ferrari, an Lambeau are poised to up their game. Yet again, their cars are more expensive than ever, but is new young tech in celebrity buyers. Don't just cover these cars they mash them on social media. Like blame. In twenty 23rd mean when Connie W's assistant crashes, his Lamborghini into the fence of Connie's girlfriend Kim Kardashian, the footage on Youtube gets three million views. It's hard to whether the draw was the car or the couple of you have celebrity chef, Gordon Ramsay, just parking. His ferrari gets three point: five million views, these cars may be driven by celebrities, but there's bars in their own right, owning one of these magnificent machines is a statement.

The owner's place in the World Ralph Lauren owns hundreds Millions of dollars worth of Ferraris and Lebron James owns a Lamborghini painted to look like his signature, Nike Basketball, shoe sort of uh car inside an endorsement driven by superstar every time. One of these brands releases a new model. The other has to out. Do it and soon two brands will be releasing their most outrageous cars yet this time they're fighting not only over who's, got the wildest beast on wheels, but which maker has the most innovative technology. In other words, who owns the future, when you use the zoom every day is a little better. Zoom video communications with the web's best reviewed video conference service is by millions to meet one on one or even with hundreds of people. At a time.

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Day right now, listeners a business wars can tries a per cruder for free at this exclusive web, address, Ziprecruiter, dot com, Slash B, W, that's Ziprecruiter, dot com, Slash B, W one more time: Ziprecruiter, dot com, Slash B, W zip recruiter the smartest way to there. It's March, fourth, twenty thirteen, auto aficionados or at the Geneva Motor Show, where both Ferrari and Lamborghini or unveiling their new cars, the most powerful cars each has ever produced. It's. Fifty years since the Ferrari Lamborghini rivalry began. Clouds gather shoulder to shoulder in front of a brightly lit stage where four lamborghinis are part. One of them is the 50th anniversary card, as you would expect

the company that has been at the forefront of outrageousness for one slash two century this, so my car has angles and slits and air vents it actually, does resemble what might be a 21st century batmobile the nose papers to an era like point displaying the Lamborghini bull logo? The vehicle is called the NATO after you guessed it, a famous fighting bulls, but it also translates to the word: Behnam it's hard to imagine that the brand that built this gasp inducing car once built tractors, the company's president find Benkelman it's onstage. Ladies and gentlemen, the Lamb Do you is the proof of the power of innovation of Lamborghini, and it's also a tribute to our past and it's an outlook into our future. This car, as the v12 engine with seven hundred

fifty horsepower. This is the 21st century Lambeau and the numbers are staggering price tag for the car. Four point: five million dollars: zero, sixty mph in two point eight seconds, a top speed of two HUN Twenty one mph. Only fourteen will be built all red. There's a frenzy among the extraordinarily rich to get their hands on one of these cars, Just twenty. Four hours later, the crowds were turned to convey. You have to see a ferrari, can top Lamborghini every time, Ferrari unveils a new model. It is a mystery, the great racing designers and engineers in the world have loaded up the best technology they could build into a car. So what did they come up with this time? The new car is called love. And the company plans to build just four hundred and ninety nine of them. Its price is about one point:

five million dollars, but few you're bidding wars, would see this car sold for as much as ten million dollars. Ferraris just look at the Montezemolo tells the crowd S. Ferrari is, unlike any car, ever produced in one specific way. These these out of first, are you ready to try out which offers high performance and great co two emission reduction. The chassis is made of carbon fiber using this same building methodology of our formula one. This car has a six point: two liter v12 engine making, seven hundred and ninety horsepower and an Electra motor. That brings it up to nine hundred and fifty horsepower the technology does buys the imagination, so does its top speed Two hundred and seventeen miles to action.

Get to buy one of these cars formula? One racer Lewis Hamilton one of the highest paid Athletes in the world, Cristiano Ronaldo, arguably the world's greatest living soccer star reality. The star, Kylie Jenner, the rapper Drake These vehicles are so rare, so exclusive that your average person literally is more likely to get struck by lightning than to ever see one in person. Car factory grounds are rarely a tourist attraction, but ITALY, so called Motor Valley- is a huge tourist draw and even there Ferrari and Lamborghini compete for tourist dollars every afternoon in the region of Emilia Romagna roads that were car. Without during the middle ages, fill with exotic italian vehicles and true jams of tourists from all over the world who have come to experience the magic of extra motoring at the Lamborghini

factory tourists lineup to take tours and see how the New Lambeau Aventador s is built. The price four hundred and eight fifteen thousand dollars. There are near price, This limited edition lamborghinis like the chin to go built to celebrate the 100th anniversary of fruits, are lamborghinis birth. There's even a lambo suv. U V drive The Lamborghini museum and you'll see a bulletproof Lamborghini popemobile built to show for Pope, John ALL, the second around Vatican City and even a Lamborghini helicopter. Drive twenty minutes to Maranello, and now you were at the red brick entrance to the Ferrari Factory, which looks just as it did when the company was founded in one thousand nine hundred and forty seven. You can also for this mecca, although only from the confines of a tour bus with no photography allowed so sensitive or the secrets inside, like Lamborghini Ferrari, has its own museum filled with one off masterpieces a fleet of formula

one cars, even an exact replica of Enzo Ferrari's office, which you can see through a wall of plexiglass. Both of these companies are now building record numbers of cars. It's hard to know what Enzo would make of all this in nineteen sixty four. His company was rolling out seven hundred and fifty cars a year by two thousand and eighteen that now I would climb to more than nine thousand Lamborghini who made its first car in nineteen. Sixty four is now men being close to six thousand, and both companies are profitable in two thousand and eighteen Ferrari brought in a record three point billion dollars in revenue, Lamborghini to record one point: six billion today, Lambeau any makes the fastest car the limited edition Veneno at two hundred twenty one mph Ferraris Limited edition. Laferrari Aperta can hit two HUN in seventeen mph in this

super cars, a hybrid but Lambeau, is work. With MIT engineers to develop what it calls a super capacitor that willpower, it's all electric supercar called the Terzo Millennia, for worries? Next supercar has just been unveiled. The F8 tribute Who is the company's most powerful, v8 supercar of all time, capable of seven hundred and ten horsepower, which these two brands bills the most attractive cars, which is the cooler brand, which most ignites the flame of desire. Well, that is the beauty of this rivalry. That is all up to you the eye of the beholder. If you don't lust what you see well, there's always more power, speed and allure just over the horizon from

sorry. This is business wars. We hope you enjoyed this episode and we invite you, subscribe on Apple podcast, Spotify, Google, podcasts, Stitcher Iheartradio, wherever you listen to podcasts you'll, find a link. The episode notes, if you tap or swipe over the cover art you'll, see it and you'll also see some offers from our sponsors. Please support our show by supporting them with you. If you like what you've heard, we would love it if you could give us a five star rating and tell your friends how to subscribe. Can also answer a short survey at one three dot com, slash survey that helps us out a lot and don't forget to tell us what business war stories you'd like to hear a quick note The conversations in this episode, we can't know exactly what was said, but this dialogue is based on our best research. I'm your host David Brown, Aj Baime, wrote this story. Karen Lowe is our senior producer and editor Emily Frost edited this story, our editor, Then producer is Jenny. Lauer Beckman, sound design by Bay Area, sound our executive

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