Ferrari Salesperson: The Easiest Job in Britain
Times are good for Ferrari’s motorcar division. The Italian company promotes its motorcars predominantly through motor sports – and it seems to be paying off. Ferrari is not the only carmaker with a waiting list. Bugatti and Lamborghini have both stated in the past that their wait lists are over 12 months.
Ferrari GB has reported a full order book for between 12 months and three years depending on model.
In 1992 the company sold just 128 cars in the UK. In 1997 the figure had increased to 410 and last year sales totalled 699 Ferraris.
Although small numbers by most manufacturers standards, the UK market is Ferrari’s third most important after the United States and Germany.
Massimo Fedelli, managing director of Ferrari GB, said: “In many respects Britain is Ferrari’s most important territory. It’s the world’s leading financial centre and is probably the most important market from both a commercial and a media point of view. To succeed we need to understand the British consumer, because you’re very demanding, with the highest expectations when it comes to sales and service.”
Despite economic uncertainty he is upbeat about the prospects of the luxury car market over the next 18 months. Mr Fedelli said: “Britain will remain a point of reference for the rest of the world. It attracts wealth and rich people come here to spend their money, so no matter what happens with the economy, I believe the UK market will remain strong for brands like ours.” (The Times: February 14).