Just two hours after Prime Minister Abhisit Vejjajiva had interrupted national TV broadcasts to announce that a state of emergency was being imposed in Bangkok as the political crisis worsened by the hour, in the up market, gentile and very exclusive location of the city's fashionable RCA district, the Ferrari 458 Italia was officially launched in Thailand.

Maranello's latest sports car has been a worldwide sensation since the wraps were pulled off the stunning machine at the Frankfurt IAA last autumn which replaces the F430 in the production line-up, being a car that once again pushes the boundaries of technology and performance and the mid-V8-engined creation with stylish Pininfarina-penned lines has enthused the media and enthusiasts alike in its adherence to the true Ferrari spirit. Now it has arrived in Bangkok where the "Prancing Horse" brand is regarded as one of the ultimate statements of prestige, a name valued above all else is one of the most fashion-conscious of the world's cities, where style and trend is on show at every turn. And ultra-exclusive the 458 Italia will be with its local price-tag starting at 28 million baht (580,000 euros).

But the launch of the 458 Italia came ironically right during a period of deepening political crisis for Thailand. After setting up one sprawling makeshift camp at Phan Fa Bridge in Bangkok a week ago the "Red Shirts", as the political movement that is seeking to dissolve parliament is commonly known as, struck right into the heart of the city's commercial and retail centre, taking over the Ratchaprasong Intersection in the shadow of the giant CentralWorld mall and spreading out in every direction, cutting deep into the revenues of the city as businesses from large to small shut down in their path. As the situation grew more unstable the PM addressed the nation and as the Eton and Oxford educated politician spoke, the final finishing touches to the launch of the 458 Italia were being made.

After some years neglecting the Thai market last year and leaving 'gray' importers to satisfy strong demand for its cars despite import duties of more than 300 percent, last year Ferrari appointed Cavallino Motors Co Ltd., a newly established private company to be the official importer and during the summer the new venture got underway with the Thai launch of the California which is already selling well. The new company is jointly owned by Mr. Vudha Bhirombhakdi, (Vice-Chairman of Boonrawd Brewery) and Mr. Chalerm Yoovidhya (Chairman and chief executive of Siam Winery and Red Bull UK) while Mrs. Nandhamalee Bhirombhakdi is the Managing Director. It all means that Ferrari's return to Thailand is in good hands as the new importer's key management team is stuffed with important business figures with a track record of success, while Ferrari is tapping straight into a market where there is strong demand for the most exclusive of designer names and where its name is held in high regard.

With the new complex not yet finished, the 458 Italia took centre stage in the brand new showroom while a marquee had been drafted in to house a band that played pleasant tunes, and Cavallino Motors president Chalerm Yoovidhya commented that 2009 had been a very challenging first year for the company, but thanks to the dedication of management and staff, the new company had successfully built up orders for seventeen cars in just eight months. “To provide services to Ferrari owners, we opened a temporary service center on New Petchburi Road on September 9, 2009, with two check-up and maintenance bays,” says Mr. Chalerm. “Since then we have serviced an average of 50 cars a month, from the total number of 350 Ferrari cars in the kingdom. This figure shows that we have won the trust of local Ferrari and supercar owners. This year we are determined to further strengthen our customers’ trust by doing our best to uphold the Ferrari image and offering services that are truly up to Ferrari standards. In return for their trust, we offer after-sale services by professional staff, all of whom have been trained at the Ferrari factory in Italy. All our equipment and parts came direct from overseas to accommodate the growing number of Ferraris in Thailand, which go up every year.

“By mid-year our showroom and one-stop service center will be completed,” added Chalerm. “This will ensure that customers have access to a full range of excellent services, which we hope will in turn ensure customer satisfaction and lasting trust in our company.”

Cavallino Motors managing director Nandhamalee Bhirombhakdi said that the introduction in late 2009 of the Ferrari California, the first model marketed by the company, met with strong interest from local Ferrari fans. Following on that success, the company decided to bring in the 458 Italia. “This model uses cutting-edge technology, with every feature designed from scratch,” says Nandhamalee. “It’s the ultimate supercar, a state-of-the-art design innovation and a stylish, uniquely Italian creation. The successor of the 430, it represents a big leap forward from previous generations of mid-engine models and offers impressive performance. It has a design that has never been seen before, offering a new perspective from every angle, including improved aerodynamics, gear and clutch. It is the first mid-rear engine mounted model to use the direct-injected V8 engine, and as such we believe it will be well received in Thailand. We started accepting reservations earlier this year and deliveries will begin in a few months.”

Cavallino Motors vice-chairman Voravudh Bhirombhakdi added: “All the displays and controls in the 458 Italy were designed from scratch by the engineers at Maranello in collaboration with Ferrari’s design team to ensure perfect harmony between car and driver and maximize driving comfort. The multifunction display and front console panel offer easy safety control and improved ergonomics, while the Formula 1-inspired steering wheel has buttons that activate the wipers, turn indicators, high beams and shock settings with just a touch.

“The car packs 570 horsepower at 9,000 rpm,” continues Voravudh. “Power is delivered through a paddle-shifted, seven-speed, dual-clutch automated manual transmission. Thanks to the total engineering overhaul, the 458 Italia is lighter than previous models, with a dry weight of 1,380 kg. The all-new chassis is constructed from traditional aluminum and sate-of-the-art materials used in the aviation industry to keep the weight down while improving handling. The E-Diff3 and F1 Trac systems are integrated and controlled by the same ECU to maximize the efficiency of the ABS system.”

Cavallino Motors’ vice chairman adds that the company is targeting high performance seeking consumers who enjoy driving in style: "A sophisticated, V8 engine-powered model inspired by Ferrari’s F1 racers, the 458 Italia is geared toward lovers of high-performance sports cars while the California, which the company introduced last year, caters more to those who want a day-to-day vehicle."

ItaliaspeedTV: Official Thailand launch of the Ferrari 458 Italia at Cavallino Motors, Bangkok