Die wohlhabendsten Deutschen kaufen bei ihm die Ferraris | Frank Burbach von LUEG sportivo

From Mercedes junior salesman to Mr. Ferrari. When I first met Frank Burbach, he was my boss. Today, as managing director of LUEG sportivo in Düsseldorf, he leads one of the most successful Ferrari dealerships in the world. How does one actually become that? How do you lead a team that counts some of Germany's wealthiest people among its customers? And what can ordinary car dealerships learn from this? That's exactly what I wanted to talk to him about. And I had a conversation that went far beyond cars. About commitment. About excellence. About attitude. Frank Burbach always wanted to be a car salesman. He started at Mercedes, moved to Berlin in his late twenties to what was then the world's largest car dealership on Salzufer, went to Switzerland as a regional manager, and has been managing the Ferrari dealership in Düsseldorf for over eleven years. But what stuck with me most was his philosophy: "This isn't a car dealership. This is a luxury lifestyle boutique." While many in the industry talk about prices, discounts, and mobility, Frank talks about desirability, brand protection, and the art of getting a little better every day. In this episode, we discuss: • his journey from freight forwarding agent to Ferrari CEO • why the things that are truly good don't cost money • commitment as an underestimated superpower in sales • what luxury really means—and what it doesn't • the service desert that is Germany and what we can learn from the USA • team leadership at Ferrari: assessments, daily reflection, and excellence • the Ferrari Luce and the strategy behind the first all-electric Ferrari • and why brand management means sometimes saying no One sentence in particular stuck with me: "My credo is: The things that are good don't cost any money at all." For me, this podcast was a conversation about ambition. About consistency. About customer relationships that truly deserve the name. And about why excellence isn't a matter of budget, but of attitude. ━━━━━━━━━━━━━━━ CHAPTERS: 00:00:00 – Intro 00:01:18 – The Ferrari Myth: Clichés vs. Reality 00:02:08 – The Dream of Becoming a Car Salesman: Beginnings at Mercedes 00:05:02 – Training at Stuttgart Airport & First Years in Sales 00:11:54 – The Move to Berlin: The World's Largest Car Dealership on Salzufer 00:20:15 – First Leadership Role & Career in the Daimler Group 00:24:18 – Arriving at Ferrari: Eleven Years at LUEG sportivo Düsseldorf 00:27:24 – Setbacks, Competitive Sports & Resilience 00:29:30 – What is Luxury? A Definition Beyond the Price Tag 00:39:12 – Salespeople's Salaries & the World of Customers: Where Equality Ends 00:43:38 – Not a Car Dealership, but a Luxury Lifestyle Boutique 00:47:47 – What Every Car Dealership Can Learn from Ferrari 00:50:40 – Service Desert Germany vs. American Solution Culture 00:58:04 – Team Leadership at Ferrari: Assessments, Coaching & Daily Excellence 01:01:50 – Self-Reflection, Performance Culture & Why We're Too Well Off 01:08:51 – The Ferrari Luce: Strategy Behind the First Electric Ferrari 01:17:44 – Brand Management: Rolex x Swatch, Brand Ambassadors & the Philipp Plein Case 01:23:36 – One Last Question ━━━━━━━━━━━━━━━ Channels of the podcast participants: Sascha Röwekamp: Instagram:   / sascha_roewekamp   LinkedIn:   / sascha-röwekamp   YouTube: @AutohausderZukunft LUEG sportivo (Ferrari Düsseldorf): Instagram:   / luegsportivoferrari   YouTube: @FerrariDuesseldorf ━━━━━━━━━━━━━━━ "Autohaus der Zukunft" is available on YouTube, Spotify, and Apple Music. "Autohaus der Zukunft" is available on YouTube, Spotify, and Apple Music. More information about the #1 movement in the automotive industry: https://www.autohaus-der-zukunft.com ━━━━━━━━━━━━━━━ I'm Sascha Röwekamp, ​​a car dealership kid and initiator of the #1 industry movement, "Autohaus der Zukunft" (Car Dealership of the Future). My goal is to make the people who truly shape this industry visible. No perfect answers. No interchangeable glossy stories. But real insights, honest conversations, and the people behind the automotive industry.