First Asian showroom compliant with Ferrari’s identity

Customer viewing an Internet-based configurator

For the first time in Singapore and Asean, a Ferrari showroom is following the prancing horse’s corporate identity standards.

Furniture for the 7,000 square foot showroom at 30 Leng Kee Road were specially ordered from an authorized supplier in Shanghai, where the Ferrari Asia Pacific (FAP) office is based.

Everything from the leather-covered reception counter to the signature scarlet armchairs stick to the Italian super sports car’s corporate identity.

A full-length glass wall separates the showroom from the 6,000 square foot workshop so that customers can view the high-tech work bay also. Altogether, the new premises cost the distributor Ital Auto more than $1 million to renovate and furnish.

Consultants recommended by FAP were also in Singapore to oversee the renovation work, which took just three weeks to complete before October 3rd official opening.

An Ital Auto executive says the showroom has been designed to meet the special needs of a Ferrari customer.

There is an Internet-based configurator table for a person to check out all the various permutations of color and options. But if these virtual configurations need to be viewed in less public surroundings, there are two so-called closing rooms.

Here, the necessary customization that comes with buying a Ferrari can take place in complete privacy.

‘Buying a Ferrari is not like going to a normal showroom where you pick out the color from a chart or choose from what the distributor has in stock,’ says the executive.

Instead, there are a multitude of shades of paintwork and leather to consider, types of seats to pick and even the color of the stitching.

‘It’s a total experience,’ the executive adds. ‘You tell us what you want.’

Even though the expense, the new showroom and workshop are only temporary before Ital Auto settles on a permanent site for a more exclusive standalone facility in a prime district. A couple of locations are said to have been identified but no decision has been reached so far.

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Source: motoring.asiaone.com

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