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Samuel Ee
Wed, Apr 11, 2007
The Business Times
Ferrari to increase its focus on Asia

Both Ferrari and its CEO Jean Todt expect to spend more time in Asia.

The importance of Asia is clear because the Italian manufacturer said it expects sales of its high-performance sports cars to grow 40 per cent more than in other markets where it is present.

Ferrari president Luca di Montezemolo was reported as saying last autumn in Shanghai, where the carmaker opened a regional office, that he hoped the Asia-Pacific region could reach the same sales numbers as in the US - its biggest market - in five years' time. The US accounts for 25 per cent of total Ferrari production.

Ferrari's Shanghai office not only manages the Chinese market but also oversees its regional responsibilities for production, Formula One activities and merchandising, from New Zealand and Australia, to East Asia and Asean. In future, it is looking to expand in India too.

As for Mr Todt, he said yesterday that his 'personal life is linked to this part of the world'.

'I really like this part of the world because of the quality of the people,' he said during a press conference at Ferrari and Maserati distributor Hong Seh Motors' showroom. 'They are warm, trustworthy and humble people.'

Mr Todt said this when asked if there are likely to be any wedding bells soon. Mr Todt's fiancee is the Malaysian-born actress Michelle Yeoh. 'I am already married to Ferrari,' he deadpanned.

Mr Todt was visiting Singapore after Sunday's Formula One Grand Prix race in Sepang, Malaysia, where his team's two drivers came in third and fifth.

He was also asked numerous questions about F1 and Singapore, like whether it would happen here and if so, would he be happy about it, to which he said he has not been informed about such an event.

'My job is to run Ferrari,' he said, adding that he would leave it to F1 supremo Bernie Ecclestone and the FIA, the world governing body for motorsports, to make 'the proper decision'.

As CEO of Ferrari, Mr Todt said only 40 per cent of his time is devoted to its racing activities, and the rest to sales, merchandising and brand protection.

He said the biggest growth market in Asia for Ferrari is Japan. Last year, the carmaker produced only 6,000 units, of which a quarter sped off to the US.

Mr Todt said sales could be higher but 'each car is tailor-made for our clients', so the production is limited to protect quality. Other key Asian markets which are registering strong growth are China, Hong Kong, Malaysia and Taiwan.
 

 
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