For Ferrari, customers come first

By Chia Han Keong

RARE is a car manufacturer that does not place priority on sales projection when opening a showroom for its latest models in Singapore.

But when it comes to Ferrari, the famous Italian motoring company is hardly bothered about how many of its cars it can sell.

Indeed, upon officially opening its Singapore showroom in Leng Kee last Saturday, the buzzword on everyone's lips is "customer service".

Said its chief executive officer, Mr Amedeo Felisa: "It's always been our company's policy to under-supply for whichever market we enter. We want the car buyers to feel the exclusivity of owning our cars.

"Instead of sales targets, we aim to provide the very best customer service to the owners of probably the best cars in the world."

Previously, Hong Seh Motors had been associated with the Ferrari brand in the Republic, since 1982.

But from today, Ital Auto, a subsidiary of Komoco Motors, will assume the official dealership.

And its principal, Mr Teo Hock Seng, promises total commitment to providing customer satisfaction.

Said Mr Teo, who is also Komoco's managing director and chairman of the Formula One Singapore Grand Prix: "We look forward to offering as complete an ownership experience as possible.

"We will work closely with the Ferrari Club here to bring the best activities and services to our privileged owners."

There is also talk of eventually moving out of the current showroom - which is at the rear of the sprawling Komoco complex - to a more "private" location than the traditional Leng Kee motor belt.

Mr Teo said he has shortlisted one or two locations, and moves are underway to try and acquire the land.

Meanwhile, Ferrari lovers can look forward to the introduction of its new grand touring sports car, the Ferrari California.

Already, the showroom is attracting famous names eager to own one of Ferrari's prestigious models.

The Sultan of Selangor, Sharafuddin Idris Shah, dropped by just after it was officially opened by Ferrari's F1 drivers Kimi Raikkonen and Giancarlo Fisichella, quietly viewing the sleek cars on display.

hankeong@sph.com.sg

 

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