Ferrari's latest corporate identity has been installed at Lancaster Ferrari Colchester, part of Jardine Motor Group.
Ferrari said the new design scheme "reflects the essence of the brand, with performance and function the key elements, with cars displayed in the best way possible, with regards to lighting, viewing angles, space and environment".
It includes a customer lounge and the general environment reflects the brand characteristics: Italian, timeless, elegant, authentic materials, with light colours, shades of white and grey, and a mixture of direct, diffused and reflected light.
Francesco Balli, regional manager for Ferrari North Europe, said: “Ferrari’s new brand identity is designed to provide a welcoming environment for customers, who can relax and enjoy the purchase and ownership experience.
"Ferrari is committed to providing the highest level of customer care and we are delighted to see the Lancaster showroom re-opening here in Colchester as I know we have many enthusiastic clients in the East of England and Kent whose experience with the brand will be enhanced by the new facilities we are opening here today.”
The dedicated “Atelier” is an intimate environment which stimulates creativity and imagination, with décor and a choice of materials which are designed to reflect the artisanship and craftsmanship of Ferrari.
The Atelier includes a configurator on which clients can create and visualise their dream car, with a diverse range of exterior colours and interior materials, examples of which are displayed in the same way as at the Atelier in Maranello on which the dealer environment has been designed.
Mark Herbert, chief executive of Jardine Motors, said: “Lancaster has represented the Ferrari brand in Colchester since 1976, and we are delighted to continue our special relationship with the Prancing Horse with this latest investment in our facilities.
"We look forward to welcoming our clients and the local Ferrari Owners Club group to our new showroom and are excited by our continued partnership and future with Ferrari.”
As editor, Tim is responsible for the media content, planning and production of AM's multiple channels (AM print and digital magazines, website, social media and contributing to our events planning). He interviews and writes about as many franchised dealer groups and UK divisions of motor manufacturers as possible, to explore the issues facing UK motor retail and understand what solutions dealers and suppliers are using to overcome these.
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