SINCE March 2008, the world`s most exotic brand, Ferrari, has an official home in Malaysia.
Naza Italia, a subsidiary of the Naza Group of Companies, has undertaken the responsibility to nurture the brand in this region.
Nurture? Why should one nurture a brand which is well-known?
"When we signed up for the rights to import and distribute Ferrari cars here, we have already set our mind that it will be more than just trading cars," said SM Faisal Tan Sri Datuk SM Nasimuddin, chief executive officer of Naza Italia.
"We want to be the best by taking the brand close to our heart, and the clients will now feel that there is somebody to take care of their needs," said the young but well experienced entrepreneur.
Naza Italia does have big plans for Ferrari, and Faisal being at the helm is a good choice as he is passionate about the brand, a trait we could even feel when we interviewed him.
He wants Malaysia to have one of the biggest Ferrari centres, not in the region, but in the world.
"The Ferrari Naza Italia building will showcase the latest Ferrari corporate identity, all done to ensure the brand stays top," he said, adding that the building will be ready in the first quarter of next year.
Speaking about next year, the company definitely has its schedule packed. It seems that Naza Italia will go all out in 2009 where Malaysians will see the launch of new cars and other promotion activities.
Members of the Ferrari Owner`s Club will be happy as the new Naza Italia building will have a space dedicated to them.
"The Ferrari Club is important, because it is a platform for the owners to meet and talk about their passion, which would be Ferrari," said Faisal.
"I know there are many owners who stop driving their Ferraris after a few months of buying them, normally because they do not know where to go, and they feel shy driving alone. This is where the club comes in, and Naza Italia will be supporting the club`s activities."
There are currently about 400 Ferraris running on local roads, and Faisal is happy if he can get 10 per cent of that figure to join in a drive or a get-together event.
"I want to see more of those Ferraris on the road," he said.
The company is also trying to make the brand more relevant to the younger market.
"There are many young ones out there who can actually afford a Ferrari, but they have no idea about it as there was never any initiative to reach out to them," said Faisal.
Naza Italia`s close ties with Ferrari Spa will be a boon to Ferrari collectors as one need not fly to Fiorano to bid for a special edition or limited edition models.
"We can recommend to Ferrari Spa who they should sell their special cars to," Faisal confirmed.
Right now, Naza Italia has set up a temporary centre for the current owners. Though temporary, this make shift centre is already packed with Ferraris as Naza Italia has placed an experienced team there.
Naza Italia has five trained technicians now, equipped with the latest diagnosis machine. A Ferrari representative will fly in every month to oversee the cars.
Those who still have their warranties will also breathe easier now as Naza Italia will honour the factory`s warranty.
Naza Italia has already started accepting enquiries or bookings for the California, the new Ferrari to be launched soon.
"This is a car that Ferrari builds as an everyday GT, and even though it has a large and comfortable cabin, the car still looks hot on the outside," said Faisal.
He stressed that buying a Ferrari is not like buying a car, but more like buying into the lifestyle.
"And we shall create the proper Ferrari lifestyle here," he said.
Source: CBT-NST