“We have invested in all our dealerships and now there is a personalisation room at every one,” said Appleroth. “It is a prominent part of the showroom and the total buying experience.”
Option packaging can run into the hundreds of thousands of dollars on a Ferrari, but Appleroth says “the average spend per Ferrari is about $65,000.”
That's not all. To help with provenance down the line, all personalisation options are shown in a plaque mounted in the boot of the car.
But this is just the start.
Ferrari also offers an individual ‘Tailor Made’ build program that allows buyers to go off-the-menu (so to speak) and select colours and materials outside of the standard leather and Alcantara selection.
“Tailor Made is really starting to go extremely well in Australia,” said Appleroth. “People want that individual piece, whether it is denim seats or cashmere carpet.”
“It is really finding its legs”.
In 2017, Ferrari will celebrate 70 years as a sports car manufacturer and that history, of both race and road, is what inspires many buyers.
“A lot of clients who are ordering a Tailor Made car want something that is historically sporting. It might be a Niki Lauda inspired car or some other design from the racing liveries of the past.”
We (well, this writer at least) freely admit to having wasted hours on Ferrari’s model configurator and would like to go on record as saying we would take a Volpi 250 GTO inspired 488 GTB, complete with Swedish blue and yellow paint, blue suede and black leather interior over polished alloy wheels.