Real Aussie buyers sought for Ferrari 488 Spider

The Ferrari 488 and 488 Spider are the latest additions to the Prancing Horse portfolio, but exclusivity is the name of the game if you're looking to buy one.

Ferrari is seeking genuine buyers only for the new turbocharged V8 models and is taking steps to weed out any potential purchasers the importer believes are seeking to make a quick buck off the new model.

Speaking at the launch of the new 488 Spider in Melbourne last week, Ferrari Australasia CEO, Herbert Appleroth said: "We like people who want to engage with the Ferrari brand and have the same ethos as us. We've got such a substantial waiting list that we need to be able to ensure that the people are genuine. We don't want to see the cars with advertising and what have you, upsetting all the other clients. When you have such strong demand, it's a really difficult situation."

While Appleroth declined to say whether he had personally refused any sales, he estimates that around 30 per cent of his time is spent managing the expectations of loyal Ferrari customers, with demand outstripping supply for vehicles including the 488.

"We are so fortunate to have clients that are so passionate and just love the brand. That's what makes our brand iconic – it's the people."

Appleroth said the average age of Ferrari buyers has lowered in recent years and is now 46 and that Australia has the highest proportion of female buyers (12 per cent), second only to China. He attributes some of that to specific marketing programs aimed at broadening the appeal of the brand outside its core buyer profile.

Ferrari regularly invites women to participate in drive events to show that the myths of a Ferrari aren't true. Appleroth said: "They can drive it every day, they are easy to drive, they are functional and they are practical. Apart from that buzz that everyone gets when they first jump into a Ferrari, that first flutter, that nervousness, once that's gone they forget that they're driving such a car."

Creating events based on 'bucket list' experiences also helps to keep customers engaged with the Ferrari brand. The team recently hosted a group of customers and their partners at the Singapore Grand Prix and regularly holds exclusive events focused on travel and gourmet dining. Drive days with Ferrari instructors and even snow driving in the GTC4Lusso are some of the other experiences that can be enjoyed as a Ferrari owner.

Appleroth says that his clients (he doesn't call them customers) appreciate the feeling of belonging that's generated by such activity but "Don't call it a club," he says, "it's a family."