Supercar manufacturer Ferrari has adopted a new approach to its R&D.

While other companies carry out costly R&D exercises in-house, Ferrari is allowing its customers to get involved by selling it as an 'exclusive experience'. . For a mere $1.7 million, affluent thrillseekers who pass a strict vetting process will be able to use the new FFX model, complete with pit crew and six race circuit test drives, over a two-year period. The R&D department will use the information gathered in this time for its own concept developments and innovations.

Unfortunately for people with $1.7 million to spare and a passion for cars, the 29 FFXs are already taken. But by creating an exclusive lifestyle experience, this luxury brand has turned what could be a costly process into a new market opportunity.