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Ferrari. The word alone brings to mind luxury, excitement, and speed. It is a name known the world over. But how did Ferrari’s gain a foothold in the American market?
Born and raised in Palo Alto, Jim Ciardella had heard of Ferrari of Los Gatos and once visited as he dreamed of one day owning his own Ferrari. Little did he know then how that dream would come true.
Fast forward a few years. The dealership has closed. Jim’s dream of owning his own Ferrari simmers in the back of his mind. Through a unexpected stroke of luck, Jim is introduced to Brian Burnett, one of the original co-founders of Ferrari of Los Gatos. During their first meeting Jim mentions his dream of having his own Ferrari, which led to Brian helping Jim find the Ferrari he still has and beginning a friendship that supplied a number of extraordinary stories about the once famous dealership worth sharing.
Today I sit down with Jim Ciardella to discuss his book The Dealer, How One California Dealership Fueled the Rise of Ferrari Cars in America, in which Jim shares the many astonishing stores shared by Brian Burnett and others of the dealership.
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