Published June 30, 2009

Just two left standing for Ferrari franchise

It now looks like a race between Ong Beng Seng and Hadi Tanaga

By SAMUEL EE

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(SINGAPORE) Two local auto distributors are understood to have been shortlisted by Ferrari to take over the local dealership, with the decision expected in the first 10 days of July.

Head to head: Mr Ong (above) and Mr Tanaga are vying to represent Ferrari

Ong Beng Seng, F1 promoter and the man behind Hyundai distributor Komoco Motors, and Hadi Tanaga, who owns Premium Automobiles, the Audi dealer, are said to be the last two standing out of at least five parties who had applied to represent the Italian super sports car marque.

The decision to appoint a dealer could come in the next few days, according to a source from Ferrari Asia Pacific, the prancing horse's regional headquarters in Shanghai. He added that it should not take longer than the next 10 days.

The source did not say it but the time frame could relate to the fact that Ferrari's agreement with current importer Hong Seh Motors is understood to expire by mid-July, thus making after-sales support an important issue with the exclusive Italian manufacturer's well-heeled customers here.

Hong Seh has held the Ferrari franchise since 1982. The home-grown company was one of the five parties which had submitted proposals to represent the Italian marque here.

Another party was Karsono Kwee, the man behind Porsche and Rolls-Royce, among other brands.

The well-known motor magnate was understood to have been a strong contender but chose to bow out of the race even before Ferrari could shortlist him because of pressure from Porsche.

Apparently, the German sports car maker was unhappy about the idea of Mr Kwee taking on another sports car brand.

Ferrari has been reviewing its dealer network in the region for the past three years with the aim of maximising the full potential of its business.

As part of the selection criteria, the new partner will have to invest in a new and more visible showroom in Leng Kee Road or the Orchard Road area. Another requirement is an increased focus on after-sales service and customer care.

As early as late 2008, the first of the five suitors began submitting their proposals to the Italian carmaker - a disproportionately large number considering the small size of the Singapore market.

So far, senior management from Ferrari's Shanghai office have been making regular visits to the Republic to meet with the applicants.

Yesterday, they informed Mr Ong and Mr Tanaga that they are the final two applicants to be considered.