Ferrari To Target Younger Buyers In America

Ferrari To Target Younger Buyers In America

The young and wealthy of New York gathered in the Park Avenue Ferrari showroom in Manhattan on Tuesday to ogle a new coffee-table book that traces the history and heritage of the automaker in words and exclusive photos. Marco Mattiacci, the president of Ferrari North America, was also there to greet the chic crowd, most of them current or prospective Ferrari owners.

The Official Ferrari Opus is not just any coffee-table book, especially the volume made with its red-leather cover featuring the brand’s prancing horse encrusted with diamonds. This edition retails for $250,000 while the cheaper model was priced at a more “reasonable” $3,200.

Mr. Mattiacci later explained, that the rapid growth of the Ferrari brand in China “We were selling 300 cars a year when I left,” he said. “It is now the second-largest market for Ferrari, and the average age of customers there is 32. In the U.S., it’s 47.” He also said that most sales in America were to repeat customers. “My job is to gain more opportunity in the U.S. for Ferrari,” The United States accounts for more than a quarter of Ferrari’s annual sales. Mattiacci said he has worked hard to attract growth among younger buyers, as he recently assembled a show-and-tell session in California to attract the sultans of Silicon Valley.

[Source: Wheels]


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