On some halo and very limited production models like the LaFerrari, Enzo etc. Ferrari contacts owners and collectors and invites them to private showings.
Lamborghini supposedly is more lax at least on the "base" models.
yeah, that's it.
And believe with Lambo, that is the reason why they have a stigma now as being the car attention seeking douches get.
Think about this, Ferrari wants to sell less cars, and Lambo wants to sell more.
Imagine this at Ferrari:
"We sold 1,000 less cars than last year!" (Applause, laughter and a party ensue).