Automotive legends Ferrari and Maserati have a new home in Sydney with Ferrari Maserati Sydney official opening its doors today in Waterloo providing Australia’s largest city with a quality of customer service and facilities on a par with anything in the world. Replacing separate sales and service facilities in William Street and Artarmon, the new dealership represents a multi-million dollar investment in a five level facility that more than triples the size of sales and service facilities for Ferrari and Maserati in Sydney. Attending the dealership launch are senior executives from both companies with Amedeo Felisa, the Chief Executive Officer of Ferrari SpA (seen above inspecting the new dealership today), and Raffaele Fusilli, Global Corporate Director of Maserati SpA; both are making their first visits to Australia. The all new building at the junction of Bourke and Elizabeth Streets offers entirely separate showrooms for new and pre-owned supercars, as well as dedicated, separate workshops for Ferrari and Maserati and a level of dealership technology that matches the supercars to which it is dedicated. Spread over five levels the new facility is also the new home of Australia and New Zealand’s largest independent car importer, The Ateco Group.

Automotive legends Ferrari and Maserati have a new home in Sydney with Ferrari Maserati Sydney official opening its doors today in Waterloo providing Australia’s largest city with a quality of customer service and facilities on a par with anything in the world.

The launch of the dealership sees the Australian debut of the latest models from both companies, the Ferrari 458 Italia and the Maserati GranCabrio flown in especially for the event. Also attending the launch are senior executives from both companies with Amedeo Felisa, the Chief Executive Officer of Ferrari SpA, and Raffaele Fusilli, Global Corporate Director of Maserati SpA, making their first visits to Australia.

Replacing separate sales and service facilities in William Street and Artarmon, the new dealership represents a multi-million dollar investment in a five level facility that more than triples the size of sales and service facilities for Ferrari and Maserati in Sydney.

“Bringing these facilities together under one roof is central to our plan to expand our business and offer the highest levels of customer service,” says Edward Butler, Dealer Principal of Ferrari Maserati Sydney. “Our sales team will sell the first car toa customer, but it is the quality of our customer service and our ability to deliver to customers an all-encompassing Ferrari and Maserati ownership experience, which fully encapsulates the passion and style of these unique marques, that will encourage our customers to come back for their next Ferrari and Maserati.”

The all new building at the junction of Bourke and Elizabeth Streets offers entirely separate showrooms for new and pre-owned supercars, as well as dedicated, separate workshops for Ferrari and Maserati and a level of dealership technology that matches the supercars to which it is dedicated. Spread over five levels the new facility is also the new home of Australia and New Zealand’s largest independent car importer, The Ateco Group.

This new dealership also launches a new corporate identity for Ferrari and Maserati, reflecting the passion, technical excellence and unique style of the brands. The exhibition areas, which use lighting and display technology similar to that found in photographic studios, enhances illumination, viewing angles, space and backgrounds. The personalization area stimulates creativity, and offers all that is needed to support a client in choosing the many options to uniquely configure new car. Maserati, for example, now offers more than nine million possible trim and colour combinations and these special areas enable prospective owners to choose a car that is entirely personal, exclusive and unique to them.

“Our aim with developing this new dealership has been simple – to provide a quality of service and a working environment that is equal or better to anything in the world,” says Mr Butler. “Indeed, with Ferrari Maserati Sydney providing a world debut for an entire new image for Ferrari, it would be fair to say we are one of the best Ferrari and Maserati dealerships in the world.”

Dealership facts 

Overall: 12,000 square metres on five levels

Basement Level One
Parking for Ateco/EAI: 85 cars
Storage facilities 

Basement Level Two          

Parking for Customers: 65 cars
Car presentation area
Three bay car detailing area with studio quality lighting to ensure high quality work 

Ground Level

Concierge Desk and Reception
- Service Receptionists
- Customer reception area
Ferrari Workshop
- 950 Sq Metres
- Nine Service Bays
- One High-Tech presentation Bay
- Engine preparation area
- Parts store and preparation area
- Service offices
New car show room

1195 Sq metres
- Eight light pod hero car display points
- Angled ‘floating floor’ so cars are ideally position for viewing inside our outside the showroom
- Liquid Polymer single piece gloss floor
- Lounge area with café area, library and picture gallery
- Ferrari Atelier
- Maserati Atelier
- Ferrari Merchandise Centre
- Maserati Merchandise Centre
- Five offices and one meeting room

Level One

Pre-owned showroom
- Single light pod area for presenting new cars to their owners
- Café area
- Merchandise centre
- Two offices
- Liquid Polymer single piece gloss floor
Maserati Workshop
- 1000 Sq metres
- 10 Workshop bays
- Service lunch room
- Two offices
- Engine preparation area
Technical Training Centre
- Class room
- Training Workshop with hoist and fully equipped service area
- Three display bays, one with a hoist

Level Two

1475 of Office Space
14 Offices
45 Low level office cubicle spaces
1 board room
4 meeting rooms
1 canteen with commercial kitchen
2 drink and personal food preparation areas

Employees

Ateco: Alfa Romeo, Fiat, Citroen, Parts, Administration
EAI: Ferrari, Maserati
Ateco: 69
EAI: 9
Ferrari Maserati Sydney: 29
- Sales: 4
- Service and Parts: 18
- Administration and Customer Service: 7
Ateco Employees not based at Waterloo
- Australia: 17 (Parts Centre, Arundel Park; Regional Office, Melbourne)
- New Zealand: 18

Technology

Servers/Computers
- Ateco: 8
- Dealership: 3
- PCs and Notebooks: 100
Cabling
- Fibre optic links to each floor with a Cat 6 back up
- Total computer cable in the building: 10 Kilometers
- Cisco Wireless (Wi-Fi) network on each floor for seamless notebook use
Building automation
- Multi-level alarm system with five sectors and more than 100 sensors
- Electronically controlled lights on timers and motion sensors
- Split sector and room AirCon
- Remote control access
- Swipe card access with personalized zone and sector access
Audio visual
- State of the art presentation systems in training centre and meeting rooms
- Vehicle personalization presentation systems.