Ferrari expanding Australian operations

Ferrari sold more vehicles in Australia last month than Proton.

Yep, as hard as that might be to digest, the Prancing Horse traded more examples of its half-million dollar supercars in October than the Malaysian manufacturer did cheap hatchbacks – at least according to official figures from the Federal Chamber of Automotive Industries.

With Ferrari on track to reach unprecedented global output of 9000 cars annually by 2019, local sales are growing steadily in Australia. So much so that now stakeholders are recruiting more staff and opening more service centres to deal with the additional demand.

“Up until now, this is the first time we’ve had five models in the Ferrari range. Now we’ve got six,” said Ferrari Australasia chief executive Herbert Appleroth this week, citing the new GTC4Lusso T.

“We keep adding to a range and that’s even more appealing and accessible.”

Ferrari has set on its new charter with the intent of keeping its brand exclusivity intact. The manufacturer currently has the ability to pick and choose who purchases its most expensive models, and that isn’t likely to change in the future.

According to Appleroth, local stakeholders simply want to appease new customers by offering the best experience possible. Sales of new Ferraris will almost nudge 200 vehicles this year, and there is a growing used car network to supply.

All Ferraris continue to be offered with three-year, unlimited-kilometre warranty and seven years’ free servicing.

“We’re having to increase our infrastructure, we’re in the process of building and growing our service network,” Appleroth said.

“Right now we’ve got six service outlets around Australia and New Zealand. That will grow to nine in the next two to three years because of that extra capacity.

“We’ve already been on the hunt for new technicians and are trying to find technicians who are experienced from all over the world: the Middle East, the UK and Italy. We’re on a big recruitment drive because of that capacity.

“It’s important that when you want to check in your car for a service that you don’t have to wait for a month. That’s unacceptable.”

The first of Ferrari’s new centres will open in Christchurch, New Zealand, followed by a second service centre in Sydney.

Appleroth said either Brisbane or Melbourne would take on the third additional service centre, before considerations are made on where Ferrari Australasia could improve its dealership network.

“There are also the discussions that we’ll announce on our dealership footprint,” he said.

“Nothing can be announced or confirmed, but we’re looking very closely. Mainly for our pre-owned vehicles.”