Ferrari unveils upgraded showroom as luxury car sales boom
From Ferrari and Aston Martin to Porsche and Maserati, luxury car sales are booming in South Australia right now. We find out how many are cruising the streets.
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Luxury car sales are booming in the wake of Covid-19 as South Australia’s wealthy splash their cash on high-end marques including Ferrari, Porsche and McLaren.
Figures from the Transport Department, released to The Advertiser, reveal the number of luxury cars registered in SA has increased by more than 20 per cent since 2018, from 6084 to 7377.
The figures, which include 10 high-end marques, show Maserati registrations are up more than 50 per cent to 222, Porsche is 32 per cent higher at 3250, while McLaren is the standout performer, up 65 per cent but still at a relatively small 33 registrations.
The figures come as Ferrari Adelaide unveils a major refurbishment of its city showroom.
More than $1m has been invested in upgrades to the West Tce facility, including a new cafe, client library and lounge area, and a new “Atelier Ferrari” studio where clients can customise their vehicle using state-of-the-art audio visual displays.
The showroom, run by Zagame Automotive, is the first in Australia to be upgraded to Ferrari’s latest “showroom corporate identity and branding”, with the latest models including
the F8 Tributo, Roma and SF90 Stradale all currently on display.
Zagame Automotive director Adrian Zagame said the luxury car market had overcome a series of challenges during Covid-19, including factory shutdowns in Europe and parts shortages, but demand from drivers remained strong.
“It is no secret that South Australia has always had a very healthy appetite for supercars and super luxury vehicles,” he said.
“We have seen clients who have been hit hard whilst there are others who have been fortunate enough to weather the storm. With that in mind, we are also acutely aware that we are fortunate to compete in an industry that has fared well overall in comparison to others.”
Mr Zagame said the project had been slightly delayed by Covid-19, but now offered an enhanced client experience.
“Ferrari have undertaken a global brand architecture update, and as part of our commitment when purchasing the business, we have now updated our facilities to ensure we remain at the leading edge when it comes to client experience,” he said.
“The new client areas will provide the perfect environment for socialising, enjoying an espresso and hosting events - something we were able to share with the wider Ferrari Adelaide family during our official re-opening.”
A combination of cheap money, closed borders and the release of highly sought after models is inspiring car enthusiasts across the country to spend their money on the luxury vehicles.
Figures from CommSec, which tracks sales of 17 luxury marques, show that 93,057 new luxury vehicles were sold across Australia in the year to May - the highest number in close to three years and up from a six-year low of 82,323 during the height of the pandemic last year.
Supercar manufacturers are also pushing into the hybrid space, with Ferrari’s new 296 GTB V6 hybrid set to arrive in Australia later this year, and McLaren currently touring its first high-performance hybrid supercar, the Artura, across Australia.
The Artura spent last week in Adelaide ahead of the first customer deliveries later this year.
McLaren Automotive head of Asia Pacific Charlotte Dickson said there had been continued demand for the marque’s supercar range despite the pandemic.
“We are seeing an ever-growing pool of high net worth individuals in Australia, who are becoming more and more astute in the way they invest, especially in their passion,” she said.
“This growth is also driven by younger entrepreneurs who are keen to invest in luxury products - sport and cars are of huge interest.”
LUXURY CARS ON SA ROADS - 2018 vs 2021
Aston Martin - 139 | 177
Bentley - 180 | 191
Ferrari - 245 | 285
Jaguar - 2,483 | 2,763
Lamborghini - 69 | 87
Lotus - 118 | 131
Maserati - 147 | 222
McLaren - 20 | 33
Porsche - 2,453 | 3,250
Rolls-Royce - 230 | 238
Source: Transport Department
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