CANADIAN FERRARI DEALER GETS NEW YORK TERRITORY

TORONTO - Ferrari's sole Ontario dealer has acquired a new territory - New York. But don't think the rich pickings in the Big Apple have been ceded to Canada. Think more in terms of Buffalo and Rochester.

The right to sell Ferraris in western New York state was granted to Maranello Sports Cars in Woodbridge, just northwest of Toronto, effective Oct. 1.

For Maranello owner Remo Ferri, it was a logical next step. Some Ferrari owners in western New York already get servicing and repairs done in Woodbridge, which is about 80 miles from Niagara Falls. 'When they asked us if they can buy cars from us we had to say no because we didn't have any U.S.-spec cars and we were not allowed to do so,' said Ferri. 'Now we can.'

The nearest stateside dealers to Buffalo are 325-plus miles away, near Detroit or Columbus, Ohio; otherwise it's about 350 miles to Spring Valley, near New York City.

For Ferrari North America Inc., Ferri's expansion is an opportunity to gain incremental sales in an area that hasn't enough potential to support a Ferrari dealer of its own. 'It will be quite limited, but we're now able to serve that market from points closer than anybody who wanted a Ferrari in Buffalo would have had to travel before,' said Mike Jackling, Ferrari North America's vice president of sales and marketing.

Maranello hopes to sell four or five cars a year in Buffalo and Rochester. It's not much, 'but when you talk of volume like Ferrari, everything helps,' said Ferri. 'The whole Canadian market takes about 50 cars a year, and we do about 25 a year in Ontario.'

Other than giving its blessing and supplying U.S.-spec cars, Ferrari North America leaves the logistics and the legalities to Maranello. The cars are kept in a bonded warehouse while in Canada, and Maranello is responsible for settling U.S. taxes and duties when the cars are sold to customers in western New York.

Despite the weak Canadian dollar, there is no price advantage for U.S. customers, Ferri said. Cars are priced in U.S. dollars at the U.S. manufacturer's suggested retail price.

You can reach Jeremy Sinek at jeremy.sinek@sympatico.ca

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