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Maserati begins new era with new importer
MASERATI is embarking on a new phase in the Singapore market with a showroom that is in the right location and with the required corporate identity, says its new importer, just as the Italian marque enters a new product segment with the Levante sport-utility vehicle.
From May 18, the brand with the trident badge will be represented by a new dealership, Tridente Automobili.
Tridente is part of Komoco Holdings, which also distributes Ferrari, Hyundai, Chrysler, Jeep and Harley-Davidson.
"With Tridente Automobili, Maserati owners will have a showroom at the location and with the CI (corporate identity) they are looking for," said a spokesman. "As well as the launch of a new model, the Levante."
Tridente takes over from Hong Seh Motors, which had been the Maserati distributor in Singapore since 1999. Hong Seh's Maserati showroom was in Jurong before moving to Havelock Road in mid-2007. It relocated to 19 Leng Kee Road in December 2014.
On Nov 18, 2016, Hong Seh resigned as the Maserati importer and the Italian manufacturer asked Ital Auto to take over six months later.
Hong Seh was also the Ferrari dealer in Singapore from 1982 until Komoco's Ital Auto took over the reins of the prancing horse in 2009.
Komoco also represents Ferrari and Maserati in Shanghai, China. Its dealerships there opened in 2011.
Although Hong Seh started selling the Levante earlier this year, the spokesman said the SUV will be "officially launched" only by Tridente Automobili.
The new Maserati showroom at 30 Leng Kee Road is next door to Ferrari, and will also offer the facelifted Quattroporte and Ghibli saloons, and a refreshed GranTurismo coupe. The brand has "a lot of potential in terms of volume, branding and customer service", said the spokesman.
As for the sales target, he would only say it will be "substantially more than what Maserati has sold in previous years".
Last year, total Maserati registrations were 63 units.
Tridente's confidence is based on its facilities and its customer-oriented plans.
The spokesman said: "Firstly, we have a brand new 3S (showroom, service and spare parts) facility in the Leng Kee Road location. Maserati used to be in the west. "Secondly, we will focus on customer service. We have some strategies which we cannot disclose yet but it will be a full package covering financing, warranty, maintenance and used cars."
To celebrate the launch, Tridente will hold a dinner party at Capella on May 19 for "a few hundred guests".
It will be an "intimate session" for loyal customers and friends of Komoco directors Teo Hock Seng and Ong Beng Seng, as well as prospects.