Aussies handed South African Maserati rights

The Australian distributor of Maserati is hailing its takeover of distribution rights for the famed Italian performance marque in South Africa as good news for local customers.

The privately owned distributor of Maserati in Australia and New Zealand, European Automotive Imports, assumes the South African rights on May 1, handing it control of a third right-hand drive market.

The former distributor, Viglietti Motors, has been renamed Scuderia SA and will concentrate on its Ferrari distributorship.

“This has solidified our relationship with the factory and it gives us more exposure to right-hand drive which is important,” EAI general manager Glenn Sealey told motoring.com.au.

“Maserati is unique in that I don’t know of another brand where you can assess your market conditions and say ‘well you have the bones of this product but we need this’ and they do do it for you.

“When you can go back to them with three markets then you can get more of what you want, which is important as well for us.”

Having more clout at the factory will be important in coming years as Maserati grows its range out to 2018 with next year's Levante SUV, followed by the Alfieri coupe and convertible and the next-generation Gran Turismo – which is expected to only be sold as a coupe.

There will also be fleshing out of the Ghibli and Quattroporte sedan range throughout this period as Maserati aims to grow sales from 15,400 in 2013 to a capped 75,000 in 2018.

EAI, which sold a record 401 Maseratis in Australia in 2014, is expected to grow its Australian and NZ sales to 1500 in 2018.

The South African new vehicle market is about half the size of Australia, but Sealey said there was no expectation that Maserati sales there would be 50 per cent of the results recorded here.

“We see it being less,” he confirmed. “There are taxation consequences of not producing in South Africa versus producing in South Africa which gives our traditional rivals a huge leg up in terms of pricing.

“So we will be far more expensive than our traditional rivals, but we think we can do a good job there.”

Sealey made the point that by entrusting EAI with the South African franchise, Maserati sent a strong message about the strength of the relationship.

“Perhaps the largest indication of our tenure (with Maserati) is the fact they have chosen us to represent their marque further in other markets,” he said.

“South Africa is certainly a challenging market and one that is going to be exciting for us, but it now leaves us occupying Australia, New Zealand and South Africa, so we have a very strong relationship with Maserati.

“It’s an interesting market and it’s not going to be an easy market, maybe that’s why we have been chosen. We have a very good market share in Australia. We have a very well developed network, significant investment in the franchise and good people on the ground.

“We want to replicate that in South Africa with a South African team.”

However, he made it clear there was no prospect of EAI taking on more distributorships any time soon.

“Maserati is a growing brand. If you look today they are setting up in some countries where they have never been before so it may open the door to another opportunity. But before we think of any other opportunities we have to get this one right,” he said.

EAI, which also distributes Lotus in Australia and New Zealand, has held the Maserati franchise here since 2005. It is owned by the New Zealand businessman, sailor and former racing driver Neville Crichton, who also controls the separate Ateco group of companies, which has a variety of automotive and other investments.

EAI's executive chairman said that in addition to running the national distribution of Maserati products and services, EAI-SA will open and run the Johannesburg Maserati dealership and is also seeking partners for representation in Cape Town, with a dealership in Durban planned for 2016. Its first launch will be the Ghibli in mid-2015.

“We are extremely honoured to be given the opportunity to handle Maserati in South Africa,” said Crichton. "This is not just an outstanding vote of confidence in what we have achieved in Australia and New Zealand. It is also a clear acknowledgement that we have the people and the expertise to transform Maserati’s position in the South African market to offer a new benchmark for exclusivity and dedicated customer service supporting Maserati’s unique range of performance cars.”

Maserati General Overseas Markets managing director Umberto Cini said: “We are delighted to be able to announce the appointment of EAI to handle Maserati in South Africa. EAI not only has a proven track record of handling Maserati with sales and customer satisfaction consistently rising since its appointment, it can also draw on the unique expertise its company owner, Neville Crichton, and his companies that have been at the forefront of vehicle distribution in Australasia and the USA for nearly 50 years.”