All buyers of a new Ferrari now receive a year’s free membership to Fiorano Ferrari, a programme which gives them access to a range of activities organized by Ferrari GB. These include one-to-one performance driving training, VIP invitations to private Ferrari events and access to the club website, with information about the cars and racing circuits.
Ferrari customers wanting more excitement can upgrade membership to Fiorano Ferrari Corse level for £4,400. This gives them access to a fleet of 10 Ferrari 430s and race-prepared Ferrari 360 Challenge and 430s, which they can drive on circuits across Europe. These members also receive personalized racing overalls, helmet, boots and a driving log, and gain priority status when ordering a new Ferrari in the UK, where there is a two-year waiting list.
Al Clarke, communications director at Ferrari GB, hopes the initiative will encourage customers to purchase via franchised dealers, rather than go through an independent broker. “We recognize that there are several car companies now producing high performance luxury sportscars and we want to continue the differentiation between ourselves and other brands,” says Clarke.
“One of the reasons people buy a Ferrari is to have that access and involvement with the elite brand. We want to ensure they have a unique experience.”
The UK recently overtook Italy to become the third largest market for Ferrari and Maserati, behind USA and Germany. The goal of managing director Massimo Fedeli is to take second place, and he has been marketing the Maserati range as a strong alternative to the luxury cars of Mercedes-Benz and BMW.
Ferrari GB took over distribution of the marque’s aftermarket components this month, and is recruiting a parts distribution controller for its headquarters in Slough.