The result is a bond between the dealerships’ core customers and its employees and managers that is so comfortable that customers regularly stop by his dealerships to chat about upcoming races or for, say, a meatball tasting event, said Hayim.
“It is relationship-based, not broad-based, marketing and we’re talking to core clients all the time,” said the racing enthusiast and corporate lawyer turned dealer.
“A lot of them will call us, knowing that a race is coming up, and want to be involved. They’re either coming by the dealership or we’re talking to them about a race or another event coming up. We don’t call people with a hard push. That’s not our culture.”
Ferrari Challenge celebrates the Italian carmaker’s motorsports heritage with single-make racing that features series in North America, Europe and Asia-Pacific. In North America, Ferrari Challenge is organized by Ferrari North America and holds races at venues such as Mazda Raceway Laguna Seca in Salinas, Calif., and Circuit Gilles Villeneuve in Montreal.
Hayim displays his team’s race cars inside and outside his Ferrari stores. This spring he got the green light from Ferrari North America to modify his Fort Lauderdale Ferrari showroom to showcase trophies and graphics touting his race teams’ victories.
In December, driver Carlos Kauffmann, who is on the Ferrari of Fort Lauderdale team, won the Ferrari Challenge World Championship at Daytona International Speedway in Daytona Beach, Fla. “This is the first time ever — in 2016 — that a North American team driver won” the world championship, Hayim said.
Ferrari Challenge drivers win trophies and bragging rights but receive no pay for driving or for winning.