Ferrari Dealership scandal: Stephen Curry’s response to his mother’s humiliation changed the luxury world
Sonia Curry entered a prestigious Ferrari dealership to buy a Ferrari Roma for her son, NBA star Stephen Curry. Despite her grace, class, and intent to pay immediately, she faced subtle dismissal, open skepticism, and ultimately humiliation. Salespeople steered her toward used cars and accused her of fabricating celebrity connections.
Sonia left quietly. But the story didn’t end there.
Steph, learning about the incident, chose a different path than public outrage. He discreetly organized independent visits to the dealership, uncovering a consistent pattern of racial and social bias.
His response? He launched “Respect in Every Space”—a robust initiative mandating unconscious bias training, secret shopper programs, public accountability measures, and zero tolerance for discrimination.
Over 200 luxury retailers signed on. Discrimination complaints dropped significantly, and diverse clientele numbers rose.
Later, Sonia returned to the dealership, this time as a special guest leading diversity training for the new, more inclusive management team.
Steph continued building on the momentum, partnering with Ferrari and his Eat. Learn. Play. Foundation to fund engineering and design programs for underrepresented youth.
At a press conference, Steph summed it up:
“It started with disrespect. We turned it into opportunity—not just for us, but for thousands more who deserve dignity in every space.”
Photo source: www.pexels.com
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