Saleh Fareed

Saudi Gazette

Always wanted to drive a fast, red Ferrari but never imagined I could do it on a racetrack! But it was definitely a highlight in my life.



The unforgettable experience took place at Yas Marina Circuit when few journalists from all over the world took various models of Ferrari into top gear around the track, under the watchful eyes of the official Ferrari instructors, who also conducted their own moves.



Actually we were invited to experience the thrill of test-driving the manufacturer’s two fastest, top-of-the range models – the Ferrari California and Ferrari FF. Driving Ferrari’s hi-tech aluminum California supercar, the first model to have a V8 engine in the front and the first model to use the new twin-clutch gearbox system out for a test drive on the stunning Yas Marina Circuit made my day.



Under the guidance of experienced instructors, journalists discovered just what these Italian beauties can do on a range of circuits designed to exploit their legendary performance and handling.



As the great experience concluded, Ghita Mejdi, PR & Press Manager at Ferrari Middle East& Africa, said she was glad to see all wanting to feel the power and speed of Ferrari cars and at the same time to develop their driving skills with such models.



On the other hand, Giulio Zauner, General Manager, Ferrari Middle East and Africa who personally welcomed the guests at the event, spoke exclusively with the Saudi Gazette and shed light on many aspects on Ferrari market in Saudi Arabia.



How do you describe the Saudi auto market for Ferrari?



The Saudi market is a very important market for Ferrari, and we have had a commercial presence here since 1998. Over that time we have witnessed an emancipated passion for the Prancing Horse in all the events we hold in the Kingdom.



As sales of luxury automobiles and fast cars continue to boom in Saudi Arabia, where does Ferrari stand?



Ferrari is a leader in its respective market segments: sports cars as well as GT cars.  However, the real key to Ferrari’s success is having the most comprehensive model lineup in its history, an industry-leading free 7-year maintenance program – which guarantees the best residual values – and the collector car status that surrounds the marque.



How many Ferrari cars have been sold in Saudi Arabia so far?



We do not disclose individual sales figures for single markets, however we are expecting another record year for sales in the Kingdom.



Are you satisfied with your sales in Saudi Arabia?



Sales in Saudi Arabia are most satisfactory. But we should explain that Ferrari has a unique approach to how it sells cars – ever since the days of the founder, Enzo Ferrari, the company’s ethos has been never to produce more cars than there is demand. Ferrari stands for exclusivity and, in fact, our President, Mr Montezemolo, this year anticipated that over the next two years we will sell fewer cars globally than in 2012 to maintain that exclusivity.



What is your strategy is to keep Ferrari customers and fans in the GCC countries emotionally connected with the brand?



Events such as the Ferrari Racing days, the Final  Mondiale, invitations to the factory in Maranello as well as professional Race Drivers coming to the Gulf for test drives in the markets.



Ferrari got into the roads in 1947. Since then it has been the number one brand for high performance luxury cars on the road. Now we are in 2013, how does Ferrari face this tough competition?



Competition is part of our racing DNA and made us what we are: with every new model, we push the limits of technological innovation in every engineering area. Ferrari welcomes competition from other manufacturers, because it often helps to grow the sports car segment.



What challenges Ferrari facing in the Saudi market?



Geographically the area to cover is enormous, Jeddah and Riyadh, we ensure with our partner to be able to provide same level of service that residents in other cities. We also offer to pick up our clients Ferraris to remote areas.



How do you see the performance of your exclusive dealer in Saudi Arabia?



We believe in long relationship with our partners – Fast Auto Technic was our first exclusive importer in KSA and we work well with the team to connect KSA with Italy and Ferrari