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The Auto Artist's palette
words by david rose-massom
From the road it appears to be just an upmarket car showroom with somedelectable automotive dreams lining the broad windows. However, step through the doorway and you are not entering a showroom, you are stepping into a way of life!
In a recent issue of Solent Life we road-tested a Maserati, Meridien Modena are the region’s Maserati dealership but also provide prancing horses, at their contemporary Lyndhurst headquarters. This month they invited us to tour their showrooms and storage facilities; it was a unique and beautiful experience.
James Parrett is just one of the very knowledgeable and professional sales team and he took us through the process of buying our first Ferrari. “We wrap our customers and our cars in cotton wool; essentially here we offer a complete package.” He said as he led us through to a room known as the Atelier; the ‘artist’s palette’. “In the showroom we discuss the client’s wishes, the model they have chosen and arrange a test drive. It is only then that we retire to this room which is the start of a journey to design a work of art that will become a very personal Ferrari.”
The Atelier is brightly lit, pristine and white; red leather seats and dynamic wall displays break the clean lines with colour, while on the wall at one end a huge TV screen dominates.
“We realise our clients will have busy schedules and so we work around them, it has to be a relaxed experience and not a hurried one,” James continued as he pointed out the workings of the programme that was displayed on the screen as the image of a Ferrari 458 appeared. “Yesterday for another customer, it was a Ferrari California on the screen; this is where the prospective owner gets to design his or her own car. What colour?” he flicked a button and the projected car altered from red to yellow, “which wheels, what colour for the brake callipers, every detail of the body, the badging and the trim.
“Ferrari refers to it as the ‘Personalisation of Ferrari’; it is your car. We will offer advice of course but it is ultimately the customer’s car. Once we have the exterior of the car to your liking the bespoke service moves to the interior. The upholstery, the stitching within the upholstery; and even the image stitched onto the head restraints; put simply if the customer desires something, we will do it.”
“We are the number one in Europe for developing the cars for clients.” James added proudly quoting Ferrari. “We will even go as far as laser etching the door trims with your name. It is all about the complete service.”
On display around the walls of the Atelier are stunning images of the classic cars from the factory of the prancing horse, or ‘Cavillinos’ if we are being correct, but also hanging as if it were some unique artist display, are the leathers that are used for Ferrari interiors and customers can pick their colours and get a ‘feel for the cloth’. Next to them the paint colours for the bodywork; it is as if we are in an exclusive tailor’s studio picking out a suit with pinstripes and double vent. “We are the Saville Row of motoring; it really is a bespoke service we offer.” James explained. “If you have a favourite tie, we will work with that colour or if there is a feature on a classic Ferrari that you like we can include that. It is not by accident this room is referred to as ‘the artist’s palette’ because we begin with the blank canvas of a particular model and work toward a masterpiece that the new owner will have great pride in driving.”
It is not about just buying a car, designing your own and buying your Ferrari is a lifestyle statement; it says you have worked hard and you have earned something special, something that reflects you and your lifestyle.
Once your design is complete, space is booked for production in the factory at Maranello in Italy. Owners are then presented with a special Ferrari memory stick that not only holds the details of their car but also the complete handbook so they can study the car before they take delivery. It is all about nice touches with Meridien, going that extra step to ensure the client is happy; so also on the memory stick is a wallpaper screensaver for the home computer and it is an image of your car, with your name under it. The dream stays with you.
Six months prior to it being delivered; before the build commences, an invitation is sent to the customer requesting a return to the Atelier in Lyndhurst. This ensures that the choices made are still firm and it is the car you desire, the dream you want fulfilled. The final specification is then confirmed to the factory. Even then you are a part of the process as each new owner is invited out to the factory in Italy to see their car, their personal work of art, being built.
“Every car when it is collected is accompanied by a scale model of the exact car, down to every detail; there is even a name plaque to affix to the base.” James showed us some examples as he spoke. He also showed the exclusive leather wallet that holds the paperwork as well as a personal letter from the sales person. “The wallet in itself is distinct and produced by Poltrana Frau, the same company that produce all of the hides used by Ferrari.” Then even that quality accoutrement was placed inside a red bag bearing the prancing horse logo to protect it.
This is about the dream, the lifestyle and joining an exclusive club of Ferrari owners that often become friends having this famous marque in common.
As part of your option package, luggage and suiters may be selected. These are not only designed to fit precisely into your elegant and stunning purchase, but made to match your car’s styling; in the same leather as the interior specification.
“Every purchaser has the opportunity to visit the factory; every owner has the opportunity to join in with any of our many special events.” James concluded as we stood in the midst of a gleaming row of Ferraris. “It is the Ferrari way of life and as an owner you are joining a lifestyle club which offers not just a fabulous car and work of art but also new friends and new events.”
Even after delivery, the experience does not end. The comprehensive range of after sales services and owner support seems limitless. From the obvious professional servicing and car care, owners can request almost anything from long term secure storage, vehicle transportation to anywhere in the world and almost anything that an owner made require.
Whilst we have focused here on the Ferrari process, it must be pointed out that the Maserati experience at Meridien Modena
is just as special.
And, if you think that you will never be able to afford the Ferrari or Maserati experience; take a look, it may be more affordable than you think…
Our thanks to the team at Meridien Modena
for further information:
Meridien Modena
77 High Street, Lyndhurst
Hampshire, SO43 7PB
Tel: 02380 283404
Fax: 02380 282791
modena@meridien.co.uk
www.meridien.co.uk
Follow Meridien Modena for Stock Updates and news @MeridienModena
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