Mike Sinclair•28 Mar 2013
NEWS
Ferrari firms for Eastern Creek
Sydney circuit looks set to host Ferrari festival in 2014Ferrari Australasia is wasting no time in ramping up its ‘money can’t buy’ activities Down Under and now looks likely to host the region’s first ever Ferrari Racing Day here at Eastern Creek in 2014.
The factory-owned operation officially takes over the distribution of the iconic sports cars car brand on April 1, but CEO Herbert Appleroth is eager to hit the ground running. In addition to seeking to finalise plans for the Ferrari festa, he is also in negotiations with the Australian F1 Grand Prix to stage a round of the Ferrari Challenge race series at Albert Park in 2014.
Ferrari Racing Days are held around the world and involve the brand's owners, including exclusive F1 Cliente and XX Cliente programs via which individuals can purchase and drive ex-Scuderia F1 cars and experimental supercars. In addition to these programs, the days also host owners of road going Ferraris, both new and classic.
Appleroth took Ferrari Racing Days to Japan where he also heads the factory-owned Ferrari operation. The event at Suzuka next month is expected to attract a crowd of more than 40,000. In total, more than 1000 Ferraris will attend.
Members of the public pay for entry but monies are directed to charity. So far Ferrari Japan has raised over Euro 1,000,000 for tsumani relief, Appleroth told motoring.com.au.
Appleroth says events like Ferrari Racing Days are key to “owning the customer experience”. He says his company will seek to secure its customer base Down Under, though he’s cautious with estimating how the initiatives may transfer into added sales.
“We can sell more Ferraris in Australia but there is a sweet spot in the market,” Appleroth told motoring.com.au.
“If the planets aligned, if product and currency and other factors all [worked out]... We might sell perhaps up to 200 [new cars each year].”
More realistically, Appleroth says the local Ferrari new car volume is up to 150 cars. Last year under 98 new Ferraris were delivered, though in 2011 the number was over 130.
The new Ferrari operation will also seek to significantly upgrade the experience and volumes of used Ferrari sales in Australia.
Appleroth says a certified used program is key to the brand’s future success Down under.
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Written byMike Sinclair
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