Ferrari North America Chief Makes a Play for Younger Buyers

Stephen WilliamsAttendees at the Ferrari Opus viewing event on Tuesday at the brand’s Park Avenue showroom.

Dressed in a Mediterranean-blue summer suit, Marco Mattiacci, the president of Ferrari North America, contrasted nicely with the yellow 458 Italia on the floor of the company’s showroom in Manhattan, as well as with the chic, champagne-sipping crowd surrounding it.

The celebrants, most of them current or prospective Ferrari owners, had come to ogle a new coffee-table book that traces the history and heritage of the carmaker in words and exclusive photos.

Stephen WilliamsMarco Mattiacci, on Tuesday at the Ferrari showroom on Park Avenue.

But “The Official Ferrari Opus” is not destined for many coffee tables, especially the volume that Mr. Mattiacci thumbed in a private room, with its red-leather cover featuring the brand’s prancing horse encrusted with diamonds. The edition retails for $250,000, while the so-called Classic edition of the book (“Don’t call it a book,” I was told by Francesca Xella, the showroom manager) is priced at a more pedestrian $3,200.

“My job is to gain more opportunity in the U.S. for Ferrari,” Mr. Mattiacci said, aware that the United States accounts for more than a quarter of Ferrari’s global sales. To that end, Mr. Mattiacci said, he had targeted growth among younger buyers; he recently orchestrated a show-and-tell session in California to attract the sultans of Silicon Valley.

Mr. Mattiacci has overseen Ferrari operations in the United States and Canada for a year, having taking the job at roughly the same time that the Park Avenue showroom was renovated to house a retail shop for Ferrari-branded pens, mugs, scale models and Tod’s leather goods. Previously, Maserati shared the space with its Fiat Group relation, but the company secured a standalone showroom downtown, on York Street, last year.

Mr. Mattiacci previously spent four years overseeing rapid growth of the Ferrari brand in China. “We were selling 300 cars a year when I left,” he said. “It is now the second-largest market for Ferrari, and the average age of customers there is 32. In the U.S., it’s 47.” He added that most sales in America were to repeat customers.

Earlier this year, Ferrari announced a seven-year maintenance plan for new cars, which covers all 458 Italia models, the California Spyder and the new FF, which goes on display at Park Avenue in September, Mr. Mattiacci said. Ferrari says the plan is transferable to subsequent owners within the seven-year period.

For now, the program is only available across the pond, but is expected to be introduced in North America this year. “It is a statement for Europe, and commitment for the company,” Mr. Mattiacci said, before excusing himself to mingle.