It's no surprise that Ferrari is doing a roaring trade in the Gulf – particularly in the GCC, but what appears to have surprised the carmaker is the community of passionate enthusiasts that has grown organically, with hundreds of families meeting to network, socialise and forge lasting connections that will last beyond the rev of an engine. So it's rather fitting that the Italian marque has brought its “Salotto” (essentially a lounge) concept to Dubai. The social space has been located outside Four Seasons Dubai Resort Jumeirah Beach throughout November, continuing for most of December. The concept is a continuation of that community spirit, offering a place for owners, enthusiasts and potential buyers to talk shop, sip espressos and try out the merchandise.
It was here we met Giulio Zauner, Ferrari's Middle East GM, to learn more. “A company is not by walls, it's by people”, he tells us, describing the concept of Salotto. It's not a boutique or a showroom, it's a living room, he explains. It belongs to the family. “By volume we're not up there with the others but we are still the benchmark because we believe and we think about the family concept.” Zauner goes on to elaborate by making a rather astute observation about the iconic family name: “People will say I have a 911 or an M3, but they don't mention Porsche or BMW. If you have any kind of Ferrari you simply say you have a Ferrari – before you discuss the model. It's totally the opposite of other brands.”
Asked whether the Salotto would become a workshop for wild and wonderful bespoking, the GM was steadfast that it would not become a hub for outlandish requests. “The trend worldwide is to have something unique or special... but there is a respect between the client, the brand and the car. The bespoke requests in Europe, America and [the Middle East] are the same.” That's an interesting observation since Ferrari seems to be broadening its demographic, with an apparent desire to draw in more women drivers.
“For sure lately we've got more women. Women love to drive and drive with emotion and this is our DNA. Emotion means to drive through a city within the speed limit, or simply to sit behind the wheel and really feel something.” Part of that broader appeal may be to do with more on-board tech, taking the current fleet further from its racing roots and creating a more gran turismo experience. “If you're driving a sports car, like a Spyder, you're thinking about F1 and performance. When you're driving a California T or a Lusso, it's a gran turismo – four seats and four wheel drive and things that are not related to racing. But still, it's Ferrari.”
Chiming in, Marco Sambaldi, Ferrari's Middle East marketing manager, claimed the idea for the Salotto came from the relationship with clients in the region. “When we talk them there is a sense of family and the community of Ferrari owners is a niche and we want to keep it like that. You can buy the car but you can't buy family. So this is a space where clients and potential clients can come and enjoy a familiar and relaxed atmosphere. It's not a point of sale or a café – and we don't charge for coffee. Our clients come here with their friends because they know the space is available.” And so are the car keys, with a small fleet of Ferraris best parked outside the Salotto. Fancy a spin?
