Ferrari don't plaster their F1 drivers' names and images all over their cars and associated branding and PR. They do the opposite. The latter is a promotion of their general brand. The actual products people buy are completely bereft of 'celebrity'.
I think you'll find the car is named after the man that created the cars. If that isn't advertising a person I don't know what is. There is even the "Enzo" and the "Dino". There is a whole history associated with the man that's the draw. His rivalry with Lamborghini, the glamour of the cars he created. Then you have Armani, Calvin Klein, Marc Jacobs I think their products displaying their name is what sells their products. Your generic products like Cif might have no one associated with them but who gets excited about buying cleaning products?