Ferrari change will mean better drivers

Ferrari owners will be better drivers as part of a new Italian commitment to Australia that includes shorter waiting times, better value and more motorsport.

Owners will be trained through the Corsa Piloti program as Ferrari works on a closer relationship with its followers after the switch from a local importer to a full factory-owned operation. There is also talk of full-on Formula One demonstration runs and an improved and expanded dealer network downunder.

“These are things that a private importer cannot do. We're here for the owners and the customers,” says Herbert Appleroth, the newly-appointed head of Ferrari Australasia.

“Where we have mature markets we prefer a 1-1 relationship with our customers. We have 61 years with Ferrari in Australia and they have a deep knowledge of the brand and our motorsport DNA. In line with that, they expect a direct relationship with the factory.”

The driving school is typical of the bigger commitment, since it is costly and complicated. “It's one-to-one training, with our factory trainers and in our fleet of cars. It will happen in quarter four . . . in Sydney and Melbourne,” Appleroth promises.

Ferrari grew steadily with more than 1000 deliveries under the previous relationship with European Automotive Imports, a company owned by Neville Crichton, but Appleroth says he cannot commit to extra cars. “This is not a about a revolution, it's about an evolution with ongoing levels of service,” he says.

“We expect some growth in the marketplace, but it's really the quality of the cars and customers. We expect single-figure growth, year-on-year.” But there is a solid commitment to cutting the wait for a new Ferrari.

“We have worked on reducing the waiting list time. The market has changed and people will now not wait three or four years. Part of my role is to ensure the waiting lists don't last much more than 12 months.” On the competition side, Appleroth - who hosted a giant Fire-and-Ice party for owners during the Australian Grand Prix in Melbourne - is hoping to lift things to a new level.

“We're investigating bringing the Ferrari Facing Days to Australia. That's where we bring the Ferrari world, including the full fleet of F1 cars, the ex-Clienti cars like the FXX, and the Ferrari Challenge series.

“We are in discussions with the Australian Grand Prix and other race categories about bringing the Ferrari Challenge to Australia. That might not be in someone else's event, but in our Ferrari racing days.” Appleroth says Ferrari owners in Australia are some of the most committed and he promises a payback from company headquarters in Maranello.

“Australians spend an average of more than $50,000 a car on bespoke items. So we will be bringing a whole new level of customer engagement. It's a personal concierge. It's bringing Ferrari events to Australia that have never come before, with a focus on the motorsport DNA. It's just a whole new level.”