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Even Amedeo Felisa, the global boss of Ferrari, cannot quite comprehend Hong Kong's passion for the famous Italian marque.
More than 100 of the exclusive cars arrive each year and Hong Kong is believed to have the highest Ferrari density of any city on the planet - just walk through the streets around Lan Kwai Fong or Happy Valley on a Saturday night.
There is one imported Ferrari for every 70,000 people in the city.
Many owners have cars from several generations in their garages - one lucky owner has 25.
'For me, it's hard to understand. It's such a small place and there are such a lot of Ferraris,' Mr Felisa said last week of the popularity of the brand that features a prancing stallion for a badge.
'We have a lot of loyal customers here and when we have lunch together, there is even one person who has 25 cars. There are a lot of loyal collectors and customers who will follow us whenever we do a new car. '
Mr Felisa said the mainland, while an exciting market, was a 'completely different story' to Hong Kong, where the car has been available since the early 1960s.
The first Ferrari was sold in China in 1993 by distributor Italian Motors. Ferrari took over the sales of its models in 2004 and sold 80 cars last year.
'Our owners here often have activities in Europe or the US and they are more part of our Ferrari world,' he said. 'China is a new market and we are trying to create knowledge  of the cars rather than just selling them.'
Mr Felisa said Hong Kong buyers appreciation of the Ferrari was comparable with car-crazy markets in Europe, and there was no real need for education about the brand.
'They know it is not just about owning a car, they know it is different, more complex, more personal,' he said.
The cheapest Ferrari available in Hong Kong is the 430 V8 Coupe A, which costs HK$3.04 million. The next level is the Spider, at HK$3.31 million, while the top of the line model is the 599 V12, which retails for HK$4.29 million.
'Of course, all these prices are without the extras options. And there are many options [to choose from],' sales executive Rick Cheung said.



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Automotive industry

HK motoring buffs have an amazing drive to own a Ferrari