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Ferrari, Maserati brands find new home in PH


Last March, Wellington Soong talked to Inquirer about one of the most interesting chapters of his automotive career as he inaugurated the new Autostrada Motore, the exclusive distributor of Ferrari and Maserati in the Philippines, at the Bonifacio Global City, Taguig City.

It wasn’t an easy road to become the country’s exclusive purveyor of Ferrari and Maserati. With only 58 Ferrari dealerships globally, his latest franchise puts the country right in the elite circle of being able to offer a true Ferrari ownership experience. Named after Italy’s famous motorway system, he calls Ferrari and Maserati’s new home as a “center for motoring passion” and here is what he has to say about his long-awaited baby project.

He intimated that one of the key core values of Ferrari is performance. It is the only manufacturer that has participated in Formula One racing since its creation in 1950. Other brand values are exclusivity, heritage, innovation and personalization. “Ferrari is a legendary brand, and it is always advised by the business model of Enzo Ferrari, he always produced one unit less than the market’s demand. And the last one is customer service, you look at Ferrari as a big global family to provide our customers that they can experience excellence in service,” said Soong.

Soong started with two English automotive and iconic brands—Land Rover and Jaguar over a decade ago with its first showroom in ENZO Building along Sen. Gil Puyat Avenue in Makati City. The second showroom opened in Bonifacio Global City last year, right beside the Autostrada showroom. Aside from representing some of Europe’s finest automotive brands, Soong is also involved in distributing lifestyle electronic entertainment brand Bose for over four decades. More recently, his family also opened a U-Boat single brand watch boutique and has recently announced he will also carry the ultraluxury watch brand Richard Mille. With each piece retailing over a hundred thousand dollars, local watch collectors will have to rack up a lot of credit card points to acquire a Mille watch. However, Soong doesn’t want to be portrayed as a tycoon but rather as a serial entrepreneur.

“I think as a car model gets discontinued, automatically it becomes a collector’s item because of its very limited availability. At the same time, the new models will come out is a representation of the latest and most current technology so it is a toss up between a collector’s item and new technology. The Ferraristas (owners), as they would call it, are always faced with this complex choice. Do you get a collector’s item to keep but you are always tempted to buy a new one because of its technology,” he said. “What amazes me in F1 is the unrelenting efforts to manage these races at the highest level of competition without compromising safety. That’s why it’s amazing how they can achieve these fantastic speeds and yet be safe. I think it’s because of engineering, technology and driver skills.”

When asked how he felt when he became the official purveyor of these two highly sought-after car brands, he said: “I think personally, this is a huge milestone in my career, that I have been given the privilege, distinction and honor to be able to make available these two very exclusive motoring brands which is Ferrari and Maserati and that is an honor I treasure very much and I wish to extend that to all our friends who can buy it, and also to those who admire these two brands. Our showroom with Autostrada, which we call a center for motoring passion, will always be open to everyone.”

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Tags: Autostrada Motore , Business , Ferrari , Maserati , Motoring , Wellington Soong

  • aardman

    There is nothing in this article that can be thought of as good news for the Philippines.  It only highlights how lopsided the distribution of wealth is in the Philippines and how we should be ashamed that our social structures are stuck in the feudal era.

  • ceejay2420

    This is the kind of article I hate seeing in the Inquirer. Not only that it does not concern me but, also to a lot of true blood Pinoys who have yet to experience riding an auto much more driving one of their own.

    I do not know but I feel sad  and bad to read  a Chinese-Filipino promoting  super luxury items with prices ranging $100-500K, helped by a Chinese-Filipino writer, to my countrymen whose average yearly income is less than $4K. Well, they maybe directing this advertisement to their fellow Chinese-Filipino.

  • http://pulse.yahoo.com/_BFVHG62YMHHA7AIMGDCXTNKJJI The Truth

    What happen to the Tax Evasion case of this Soong? 

  • http://www.chrisducker.com/ blogging for business

    I have seen lot of Filipinos having new cars during new year. I am no longer surprise if they can afford these vehicles

  • PikonNaKami

    Public officials and their relatives who want to buy cars from Autostrada Motore should present their SALN first.  Problem is that people like Wellington Soong look the other way when politicians and/or their relatives buy luxury items from him.

  • http://profile.yahoo.com/H47PVJLKV3ACUSFV4JA25SMYJI Brains

     DID I REALLY READ THIS?! is the “serial entrepreneur” a Filipino?  I mean, really a Filipino? NOT, i think……he must have such humongous and diabolically mind boggling solid capable capital to undertake all of these things – that not even in a dream a real Filipino will see!!! what percentage of our nearly 100 million Filipinos can really UNDERSTAND let alone see or possess any of these products?  ah maybe this is one of the incentives of the RH Law:  when filipinos stop having babies, then one day they will be able to buy from this serial entrepreneur a ferrari a maserati a land rover a jaguar a richard mille – amongst other things!!! THE PHILIPPINE/FILIPINO PARADOX IS FOR THE GUINNESS INDEED!!!  this article this “reality” is excruciatingly gutwrenching branwrenching heartwrenching

    • http://pulse.yahoo.com/_KZEBAUGBBXOSZBPR5HUZGZXV5U andy bonifacio

      When Ford opened its doors in Davao city several years ago, they sent over  several dozen pickups and a few expensive expeditions. To their amazement they had more orders for the expeditions ,black to be specific , made by  government officials and personalities in ARMM.  Mr. Soong does not intend to attract ordinary Filipinos, what he most likely is looking at is part of the approved budget of the republic he wants to get his hands on by way of the likes of the Ampatuans and Arroyos .

      • http://profile.yahoo.com/SYG36KOOLRY47VA3ICPJJ5CQTQ ADD

        “government officials and personalities in ARMM”

        Correct, ARMM government officials were able to buy those SUVs because of corruption, and the people in ARMM blamed the government officials in Manila.

        They can’t see corruption by their own kind by the very well see the corruption in Manila.

      • sigena

        sa mga kkk members na ngayon lika naguiat,llamas atbp

  • Carum Al Dumal

    How many buko pies do we have to send to Italy to match the sale of one Ferrari or Maserati in the Philippines? Quite I lot – I presume.

  • mangtom

    Mr. Wellington Soong, I will see you after I win the lotto a dozen times.

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