Lamborghini vs. Ferrari—The Hidden Story of Desire

Why rivalry drove Ferruccio Lamborghini into a new business, and how he knew when it was time to slam on the brakes and exit

Mr. Ferruccio Lamborghini on his wine estate on one of his tractors and two of his bestselling cars.

The following is an excerpt from the bestselling book Wanting: The Power of Mimetic Desire in Everyday Life (St. Martin’s Press, 2021), published with permission.