Luck Favors the Bold – and the Overly Bold

Brian and Richard were incurable optimists. Driving home from Reno without a Ferrari dealership, they continued to talk about the opportunity to get one. Vern Keil, the general manager of the West Coast Ferrari distributor, had tried his best to discourage them. He told them repeatedly they wouldn’t make any money selling Ferrari’s and that […]

A “How To” on Selling Expensive Italian Cars

For weeks the local newspaper advertised a new Ferrari dealership was coming. The sleepy little town of Los Gatos buzzed with excitement. In the 1970’s, most people visited Los Gatos because they needed gas. They stopped briefly to fill their tanks before heading over the hill to the beach in Santa Cruz. A new car […]