Boutique brands get bang-for-buck on track

Luxury brands Maserati and Ferrari are among those without a display at this year's Melbourne motor show, but importer Ateco says the money otherwise outlaid on a stand is being well spent on events like customer and corporate drive days.

The company held a drive day at Victoria's Sandown Raceway last week, featuring the new GranTurismo S model that will be launched Down Under next month. The GT S model uses the robotised MC transmission and new 4.7-litre V8.

Sharing track duties at Sandown were the 'standard' GranTurismo with 4.2-litre V8, and the Quattroporte sedan, also equipped with 4.2-litre V8. The Quattroporte is also offered as an 'S' version, with the 4.7-litre V8 as-used by the GranTurismo S.

Ateco offers the drive days at racetracks around the country with assistance from Trofeo Motorsport. The days typically involve tests including braking and slalom runs, and laps in the various models.

Professional drivers Dean Canto, Luke Youlden and Tony d'Alberto form part of the crew offering tips to Trofeo's clients. Seasoned racer Rod Wilson even took us for a hot lap in the 2006 Maserati GT3, which stars in the Pirelli GranTurismo Championship.

According to Ateco the outlay for a stand for the company's 'charges' -- Fiat, Citroen, Ferrari and Maserati -- amounts to around $250K for each show, which until recently have been held yearly in both cities.

Spokesman Edward Rowe says Ateco's non-appearance at Melbourne will be accommodated with a regular profile to customers and potential clients via "exclusive" drive events such as Sandown's.

However, the cancellation of Sydney's motor show means the likes of Maserati and Ferrari will have to go without public motor show exposure this year.

Ateco MD Ed Butler told the Carsales Network that his company would have decided differently, had Sydney and Melbourne motor show organisers committed earlier to holding the events in alternating years.

"If we had known the Sydney show would be cancelled, we would have been at Melbourne," he said.

Those without stands at the upcoming MIMS include Mercedes-Benz, Jaguar, and Ateco's other brands Fiat and Citroen. However, the Melbourne motor show organiser was quick to point out (in December last year) that top marques including Porsche, Lamborghini and Bentley would be appearing; so too "a strong German contingent" in the likes of BMW, Audi and Volkswagen.

The Melbourne motor show starts this Friday (February 27). Visit the Carsales Network again for our full coverage of this year's show.