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January 28, 2018, Daytona Beach, Florida. It's nearly 2.30 pm. Thousands of people are crowded into the stands of the Daytona International

Speedway. They're full of beer in high spirits and other feet as they watch the final hours of the most prestigious endurance motor race in the United States. The Rolex 24

drivers take turns navigating their team's car around the twisty course. Spectators lean forward and cheer as they whizz by at more than 200 miles per hour. The car that

travels the farthest after 24 hours wins. The most exciting competition is in the GTD class. Unlike prototype racing cars that look more like spaceships than actual cars, the GTD class features customer

automobiles, real cars that ordinary people can buy. There's stripped of all comforts beefed up with better breaks and let loose on the track. There are

Porsche's and Corvette's and sure that's interesting. But the real car buffs are captivated by the Lamborghini's chewing up the track against the

Ferraris. Those cars are pushing hard and the crowds sense something amazing is about to happen. Their eyes are glued to the neon green Lamborghini that screams around the curve

closing in on the finish line. In the Lamborghini pit there is ecstatic pandemonium drivers and mechanics hug each other high five and pump their fists in the air. It is a sparkling moment in the history of Lamborghini. The first ever victory in a 24 hour race, but it is only the beginning of the company's rise to racing

start them. As 2018 progresses Lamborghini vies for a first ever national championship in international Motorsports Association racing. The whole season comes down to the last laps in the final race. Pateet Le Mans in Atlanta that October. A racing driver named Brian Sellers is flooring a Lamborghini toward the finish line in third place. And if he can hold on to third, he will win the team enough points to capture the national championship.

Sellers in third that will be enough for the championship. What a race. What a season.

Sellers wins the championship for his team and Ferrari is left in the dust stunned. Throughout its history Lamborghini has only competed with Ferrari in the showroom, vying for favor among the same wealthy car fanatics. Lamborghini seated the racetrack to its arch rival Ferrari.

But now in 2018 for the first time ever Lamborghini has taken on Ferrari on the track and won. But with the smell of burnt rubber still in the air, it's clear that Lamborghini and Ferrari have pushed their competition into a whole new era. Now these two rivals will kick into high gear, pouring more money into their engines. In an attempt to hit high gear, the car will be in the air.

In an attempt to hit higher speeds than ever.

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From Wondery I'm David Brown and this is Business Wars.

In 1963 an argument between two industrialists in Italy, Enzo Ferrari and Farucho Lamborghini, ignited a rivalry to outdo each other building the fastest most expensive and most striking automobiles on the planet.

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