Malaysian brand guardian, Naza Italia, who is the official Importer and distributor of the Ferrari brand in Malaysia, has had to change this brand experience as borders have been closed for almost two years and with many new models like the Ferrari 296GTB, the Ferrari SF90 and the Ferrari Portofino M coming out of the Ferrari factory in Marenello, they need to get their new customers to get a better understanding of the brand and its ‘family roots’.
Equipped with tablets and augmented reality (AR) gear, guests are taken on a virtual tour inside the Naza Italia showroom as they move through six different exploration zones and are introduced to the entire line-up of Prancing Horses that is currently available worldwide.
Guests were led by a member of the Ferrari Malaysia team from Naza Italia or a ‘journey presenter’ as they make their way through each zone, all the while enjoying an augmented reality experience and informative audio guide.
The tour begins with a close-up view of the Ferrari 488 Challenge Evo and introduction to Ferrari’s DNA – its racing spirit, innovation and technology, commitment to craftsmanship, passion for performance and distinct design elements.
The next zone displays the latest models available: the Ferrari SF90 Spider, the Ferrari Portofino M, the Ferrari Roma and provides a virtual presentation of Ferrari’s full range.
The personalisation zone takes them to the Atelier, where guests are encouraged to get creative and have a taste of what it feels like to customise their own Ferrari, looking through a broad selection of materials and putting their designer skills to the test with the car configurator.
In the community area and lounge, guests are treated to the 360 Factory Experience which is an exclusive view of the Maranello factory, and make use of the dedicated MyFerrari app. This area is dedicated to Ferrari’s world of superlative sporting experiences and activities that owners get to indulge in as part of the Ferrari family, showcasing the Corse Clienti, Passione Ferrari, Esperienza Ferrari and Calvacade events, among others.
The next zone upstairs highlights Ferrari Approved, a certification programme that puts pre-owned Ferraris through a comprehensive 190-point check by the brand’s thorough technicians to guarantee client confidence.
Ferrari Approved cars are on display for guests to view, whilst they also learn about the Ferrari Genuine (Out-Of-Range) accessories and kits that are exclusively designed and developed to give Ferrari owners the ability to make their Prancing Horse unique.
The tour at Naza Italia concluded with an in-depth look at the brand’s after-sales services and maintenance programmes such as Genuine Maintenance, MainPower and Ferrari Premium. Here there was also a classic model on display, a nod to the brand’s elegance of the past and guests learn about the Officina Classiche, the marque’s classic Ferrari inspection and maintenance service. Also showcased in this zone was a collection of Ferrari Genuine (In-Range) accessories.
The Ferrari Malaysia showroom invited its guests into the Ferrari Universe for three days of an immersive experience that gives them the big picture of Ferrari ownership and celebrates the legendary marque in a way that will leave a lasting impression.
