Ferrari Maserati picks UK chief

Ferrari has promoted Andrea Antonnicola to Ferrari Maserati UK’s first sales and marketing director after taking control of its UK distribution.

A spokesman says the luxury car company will also be reviewing existing agency relationships, including the media buying and planning account won by Manning Gottlieb OMD two years ago, but declined to name the other agencies involved.

Ferrari Maserati UK took over from Maranello Concessionaires, part of Inchcape, at the beginning of this month. James Pillar will remain as head of marketing for both Ferrari and Maserati and will report to Antonnicola, who has occupied a variety of sales roles at Ferrari and was general manager of its San Francisco business.

Ferrari caps production at about 4,200 units worldwide, but wants to build sales of the Maserati marque significantly. Just under 4,000 of the cars are produced each year. Ferrari appointed former Ford of Europe chief executive Martin Leach as chief executive of Maserati in June and has since opened dealerships for the luxury marques in Shanghai and Moscow.

Maserati was taken over by Ferrari in 1997. A new Quattroporte luxury four-door saloon was launched this year, retailing at &£70,000. Sixty Quattroporte limited editions sold out in 34 minutes after featuring in the Christmas catalogue of US luxury retailer Neiman Marcus.

Next year Ferrari will launch its core F430 sports car to beat off Volkswagen-owned Lamborghini, which has begun encroaching on its territory.

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