After taking over the family business in 1991 to manage products and technical development, Romain Ferrari chose a sustainable development for Ferrari SA while keeping production in France. The challenges are numerous and over the years a conclusion emerged: ecologically responsible products are by nature more expensive than pollutants, sanitarily less responsible or come with a negative social impact. Despite many innovations to lower the overall cost of its products, the integration of externalities is not competitive for the time being. In order to change the game and reduce the price of ecological goods and services for consumers, he set up the Fondation 2019, under the authority of Fondation de France. Its mission focuses mainly on filling the gaps in the economic system that are causing the current imbalances, notably through work to promote the integration of environmental and social costs into the price of goods and services.