6:33 pm, August 22, 2011
H.R. Owen could be introducing more Ferrari Atelier-style personalisation services to its other franchises.
Speaking exclusively to Car Dealer, H.R. Owen’s chief executive Andy Duncan revealed that the luxury retailer is investigating adding more dedicated personalisation suites to its portfolio – not with Ferrari but with its other franchises.
‘We wouldn’t add another Atelier with Ferrari because the Berkeley Hotel Atelier works very well in its location,’ said Duncan.
‘But one of the things we are discussing at the moment is how can we expand this model across the board with our other brands. There’s a lot of discussion, energy and ideas around what we could do.’
Duncan also hinted that the recently acquired Aston Martin franchise – through the acquisition of Broughtons – Bentley and Rolls-Royce brands could all be possible candidates for personalisation services – but not in the style of the Ferrari Atelier.
The Berkeley Hotel's Ferrari Atelier is a concept which could be rolled out to other brands
‘We wouldn’t do an identical, Ferrari Atelier-style idea with our other brands, but the concept of more personalisation and the focusing on this high-end, luxury experience really appeals to us and our customers.
‘I think the positioning of the group in this top-end sector is very distinctive, and in reality all of our competitors operate in the mass market as premium, and for them the luxury market is a nice thing to have but it is not their core business.
‘It is our core and with Atelier-style personalisation services, we will be able to step that up and give our customers the ultimate experience.’
Click here to read H.R. Owen’s six month results announced today
