A new factory-owned operation, Ferrari Australasia, is set to take over the distribution of the performance cars in Australia and New Zealand from April.
Current distributors, Neville Crichton-owned European Automotive Imports (EAI), will continue to handle the Maserati brand, while Crichton will also still operate the Ferrari-Maserati dealership in Sydney.
A dedicated Ferrari team will commence operations led by Herbert Appleroth, who will also continue to run the Japanese subsidiary. EAI will continue to handle parts.
Ferrari says the takeover comes simply from a larger project for the company to connect closer to its buyers – and Australasia is one of a series of markets to see the same change.
Senior vice president of commercial and marketing of Ferrari SpA, Enrico Galliera, says Australasia is an important territory.
“Ferrari has a long history in Australia and New Zealand which has seen our brand dominate the hearts of sports car owners for more than six decades,” Galliera says. “Today is a historic day in the rich fabric of the Ferrari brand in this important area of the Ferrari world.”
EAI has held the keys to the brand for the last seven years, delivering over 1000 vehicles in that time – only 1500 being delivered in the 50 years prior.
Crichton has been clear to point out in the past a specialty of his businesses has been developing brands before they return to the factory fold.
“Ateco has never been wedded to one particular business type or plan,” explains Crichton. “The company has continuously evolved and changed, seeking out new business opportunities and developing brands that have previously not succeeded in this market.
“A decade ago, when we started our Chinese programme, it would have seemed almost laughable to some people that it would become the core of our business, but our foresight means that Ateco is not only the first company to bring Chinese brands to Australia, we are also still the only company to have successfully marketed them right across Australia and New Zealand and there is no doubt now that the Chinese market is the way of the future,” Crichton says.
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