Ferrari’s (NYSE:RACE) Carrozzeria Scaglietti Program a Hit with Buyers
A Ferrari purchase is and has always been personal statement, and dealers are capitalizing on this with personalisation lounges for the Carrozzeria Scaglietti program becoming a Key part of every showroom.
Ferrari Australasia CEO, Herbert Appleroth, noted the program is very popular with Australian buyers.
“We have invested in all our dealerships and now there is a personalisation room at every one,” said Mr. Appleroth. “It is a prominent part of the showroom and the total buying experience.”
Option packaging can run into the hundreds of thousands of dollars for Ferrari, but Mr. Appleroth says “the average spend per Ferrari is about $65,000.”
That’s not all.
To help with provenance down the line, all personalisation options are shown in a plaque mounted in the boot of the car.
But this is just the start.
Ferrari also offers an individual ‘Tailor Made’ build program that allows buyers to go off-the-menu and select colors and materials outside of the standard leather and Alcantara selection.
“Tailor Made is really starting to go extremely well in Australia,” he said. “People want that individual piece, whether it is denim seats or cashmere carpet.”
In Y 2017, Ferrari will celebrate 70 anni as a sports car manufacturer and that history, of race and road, is what inspires many buyers.
“A lot of clients who are ordering a Tailor Made car want something that is historically sporting. It might be a Niki Lauda inspired car or some other design from the racing liveries of the past.”
The Big Q: What would you build?
|NYSE:RACE||51.31||1 November 2016||-1.46||53.09||53.1||51.02||520,700|
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