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2011-04-08 13:29

SHINY AND NEW: The brand-new Viglietti showroom in Bryanston is one of the first of its kind in the world.

The Viglietti brand, with partner Mvelaphanda, has cemented its stature as a Ferrari and Maserati importer by opening a state-of-the-art dealership in Bryanston, northern Johannesburg.

The showroom and service centre are awash with glass and reflective surfaces - all imported from Italy - not only to showcase the high-performance cars but also its stature as one of the world's first to take on a new global corporate identity.

Customer demand is said to have prompted the new approach to marketing after 40 years of Viglietti running its show from central Cape Town with the brothers bowing to standardised shopfronts and processes.


Enrico Galliera, a senior vice-president with Ferrari, explained: “The showroom is not just about selling a car. It’s about creating a ‘club environment’ for owners and prospective owners.”

In addition the new 3500m2 flagship dealership has a "personalisation studio" for each brand in which customers can choose the options for their new car. There's also a showroom for used Ferarris and Maseratis.

SERVICE DELIVERY: The new service area can take more than 30 vehicles.

A service centre with room for more than 30 cars is manned by dedicated technicians who receive regular training updates at facilities at Maranello and Modena.

Viglietti Motors’ CEO Mervyn Eagles used the opening function to reveal that the company will expand its footprint to include Durban; the Cape Town dealership will be upgraded, too.

Facilities at each will be in line with the global corporate identity being spearheaded in South Africa.

The number of changes to hit the local market is perhaps also indicates SA’s position on Ferrari and Maserati’s balance sheets. Both brands show steady growth in South Africa - enough to make the country one of Ferrari’s top 15 (of 59) markets around the world.

And there’s more to come: the Maserati MC Stradale is on pre-sale and the brand's general manager for the Middle East and Africa, Umberto Cini, confirmed this.

Ten Ferrari FF units have been allocated to South Africa.

Both models are expected to arrive in SA from May, 2011.

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