Ferrari has an image 10 times stronger reggarding road cars. McLaren goes to the same market but it’s a fringe alternative, kind of like Lamborghini or Bugatti. I mean, throughout the world, whoever can only afford one of those super-sport cars, 9 in 10 choose Ferrari and the other one is divided through the other brands (I’m guessing, the point is that that’s their image, even if it’s not exactly like that).
About being more expensive, I’m pretty sure if one of its competitors ups the price to a value over the ‘matching’ Ferrari, Ferrari would just up his price to be the most expensive: it’s just part of their image