Ital Auto reopens its Ferrari showroom after $2 million renovation
21 Sep 2013|4,745 views
After two months of renovation works, the newly refurbished Ferrari showroom opened at 30 Leng Kee Road, the first and only in the world outside Italy to have a PR1MA Lifestyle Collection featuring exclusive premium merchandise from the Prancing Horse. The range of high end and bespoke clothing can cost up to three times as much as normal Ferrari merchandise - which will only be available now at the Ferrari Store located at Marina Bay Sands.
The 13,000 sq ft Ferrari showroom occupies the entire rear section of the Komoco Motors building on 253 Alexandra Road. During the renovation period, a temporary double-storey customer facility was set up in the driveway.
All the fittings for the showroom were flown in from Italy including the Poltrona Frau furniture, Italian floor tiles and French light fixtures in compliance with the marque's Corporate Identity (CI), reported The Business Times. Additionally the showroom and workshop layout had to be approved by Ferrari architects.
Parking space has been increased in the workshop space and can now accommodate the display of five cars. New features after the retrofit include a designated service reception area where potential affluent customers will meet service advisers in an enclosed area on top of a customer lounge.
The Atelier - Ferrari's customisation facility is another added feature in the showroom where clients can personalise their cars with reference to the display of racing seats, seat belts, steering wheels, brake callipers and leather and paint samples - along with a custom Ferrari 458 Spider upholstered in denim with matching carpets and press studs on the dashboard.
Teo Hock Seng, Managing Director at Ital Auto, told the business daily the $2 million renovation is worth because the Ferrari business is "viable". "There are ups and downs in the business and now, with multiple taxation, luxury brands are suffering so it will be slow for a while. But Ferrari as a brand is very strong, so we are not to afraid to invest for the future," he added.
After two months of renovation works, the newly refurbished Ferrari showroom opened at 30 Leng Kee Road, the first and only in the world outside Italy to have a PR1MA Lifestyle Collection featuring exclusive premium merchandise from the Prancing Horse. The range of high end and bespoke clothing can cost up to three times as much as normal Ferrari merchandise - which will only be available now at the Ferrari Store located at Marina Bay Sands.
The 13,000 sq ft Ferrari showroom occupies the entire rear section of the Komoco Motors building on 253 Alexandra Road. During the renovation period, a temporary double-storey customer facility was set up in the driveway.
All the fittings for the showroom were flown in from Italy including the Poltrona Frau furniture, Italian floor tiles and French light fixtures in compliance with the marque's Corporate Identity (CI), reported The Business Times. Additionally the showroom and workshop layout had to be approved by Ferrari architects.
Parking space has been increased in the workshop space and can now accommodate the display of five cars. New features after the retrofit include a designated service reception area where potential affluent customers will meet service advisers in an enclosed area on top of a customer lounge.
The Atelier - Ferrari's customisation facility is another added feature in the showroom where clients can personalise their cars with reference to the display of racing seats, seat belts, steering wheels, brake callipers and leather and paint samples - along with a custom Ferrari 458 Spider upholstered in denim with matching carpets and press studs on the dashboard.
Teo Hock Seng, Managing Director at Ital Auto, told the business daily the $2 million renovation is worth because the Ferrari business is "viable". "There are ups and downs in the business and now, with multiple taxation, luxury brands are suffering so it will be slow for a while. But Ferrari as a brand is very strong, so we are not to afraid to invest for the future," he added.
Latest COE Prices
May 2025 | 2nd BIDDING
NEXT TENDER: 04 Jun 2025
CAT A$102,501
CAT B$116,988
CAT C$63,189
CAT E$118,010
View Full Results 
Thank You For Your Subscription.
Tags
Products & Services
For Owners
Quick Links
About Sgcarmart
