To take the OPs car example - As a consumer are you looking to enjoy the feeling of having your body accelerate through space and time at maximum speed, or do you want to experience the pride of ownership of a Ferrari.
One does not need a Ferrari to accomplish the first goal. If one were experienced and savvy enough, they could build a car for a fraction of the price capable of producing the same RPMs necessary to create that sought after feeling.
If one's preference was looking to actually owning a Ferrari, the question then becomes which one? One designed and built by Enzo, or one built by the Marlboro Man? In most cases those motivated by peer acceptance don't care as long as it says Ferrari.
Then there is what I identify as the educated consumer - the one that understands the necessary committed Investment needed towards accomplishing the enjoyment of the experience. The Investment made at that level is based on the accountability associated with the brand and its performance.