Profile: Ferris Cars in Fourways
When you walk through the door at Ferris Cars, located in the Broadacres Shopping Centre in Fourways, it’s immediately clear that the passion for Ferrari runs deep in this recently renovated dealership.
From a 1-owner, absolutely mint 1975 Dino 308 GT4 (shown below) on the glistening showroom floor, to various artworks, model cars and books – even the toilets don’t have traditional male/female signs, but are rather labelled Enzo/Laura (the late Ferrari founder’s wife) – it’s evident that you’ve stepped into one of South Africa’s most reputable Ferrari-specialist pre-owned dealerships, Ferris Cars.
The storied Italian automotive brand enjoys a rich heritage in South Africa and, given the size of our market, boasts a fairly significant number of cars in circulation by global standards.
For many South Africans, Ferrari represents the pinnacle of automotive achievement, resulting in consistent demand for pre-owned Prancing Horses. But, as Ferris Cars co-owner Paul Kennard explains, buying a used Ferrari is definitely not the same experience as purchasing a mainstream car.
Buying a Used Ferrari
“It’s a very specific type of buyer that comes to Ferris Cars,” says Kennard. “In our general price bracket – which stretches from around R1 million to R5 million or more – many people have dreamt all their lives of owning a Ferrari, but they are not sure which one.
“So, it becomes a process… A buyer might walk in thinking they want an F430 (shown above, middle), because their friend owns one, but they might drive out with a 360 or something else. It is rare that someone spots a car, says it is nice, and immediately writes a cheque.
“First, we have a chat about cars. I never ask about budget upfront, but rather about motivation – the reason behind wanting a Ferrari. Is the buyer looking for an investment car to keep in the garage? Does he want to use it for track days, or perhaps just to take his wife to Hartbeespoort for a Sunday lunch?
“Once I understand this motivation, I can better guide the buyer, and then we start talking about the budget and, ultimately, go for a test drive.”
Kennard continues: “The reality is that the brand is so strong that I don’t need to sell you a Ferrari. I just need to help you identify which one would suit you.
“Of course, if a buyer truly has no idea and, say, is torn between a Porsche and a Ferrari, it’s more of a challenge. They’re very different cars and appeal for different reasons.
“But even then, we can uncover that through a conversation about what the buyer really wants. If they are looking outside the Ferrari brand, we can help them there too, we’ve got a huge database and access to a myriad of available sports and supercars.”
On the other hand, some buyers are extremely knowledgeable and know exactly what they’re after…
“This is especially true when it comes to truly collectable and rare cars,” adds Kennard. “Cars like the F355 and 512 TR are special. In the next few weeks, we’ll also be getting a 275 GTB/4.
“But many of these exceptional cars never get listed publicly for sale. It’s more about who you know – or who the seller knows. We’ve built a strong database, and because of how we do business, we’re often the go-to place to make these deals happen.”
See also: How to buy a new Ferrari: A beginner’s guide
Ferris Cars & Its Ethos of Transparency
“It’s fundamentally about being transparent and building relationships,” explains Kennard. “When you buy a car from Ferris Cars, or indeed sell a car through us, we agree upfront how much you are paying, how much I am making and how much the buyer is getting.
“The whole process must be transparent. That way, you build trust, form a relationship and can afford to look at longer-term, repeat business from both buyer and seller.
“If I take a car on consignment, I honour the terms of that agreement. If there’s an offer that comes in lower than what the seller wanted, I’ll speak to them first to see if something can be worked out.
“Some other dealers will agree a consignment price and then sell the car for more, pocketing the difference, which is why they’d never want the buyer and the previous owner to contact one another! That approach is not for me. There’s enough business out there to do things properly.“
The History of Ferris Cars
Ferris Cars was founded in 2010 by Keith Gilmour and Dave Ringwood. “Back then, of course, there was the Ferrari importer, Viglietti, but Ferris Cars was the first specialist pre-owned Ferrari dealership. They did quite well, especially during the classic car boom in 2015–2016, when prices went berserk!
“I was vice-chairman of the Ferrari Club for 17 years and owned a production company at the time. I sold that company in 2012 and began buying and selling Ferraris from home.
“One of Keith’s assistants was leaving the business, so we had a meeting about me selling cars from Ferris. That’s where my journey started. Over time, Keith was travelling extensively between Cape Town and Johannesburg, which wasn’t sustainable, and I suggested he sell Ferris Cars to me and my business partner, Tommy Roes.
“It was a nerve-racking time, as it coincided with the start of the pandemic. Ironically, it worked out well for us. With travel restrictions in place, many affluent clients who could no longer ‘holiday in Monaco’ still wanted to spend money, and we sold a lot of cars during that period.”
A Modernised Approach
Since taking over, Paul Kennard and Tommy Roes have grown the business strategically and creatively, with the most notable development being a full dealership refresh earlier this year.
“The aim of the redesign was to freshen things up, define distinct areas, and bring the space into the 21st century,” says Kennard.
“Previously, it was a nice space, but just a room full of cars. Now we have a smaller, but more premium, showroom area, and the cars on display are hand-picked. We have also gained a beautifully kitted-out lounge area, as well as a more defined, professional coffee shop with an outside deck.”
Another major addition is the in-house workshop. “That was a no-brainer,” he adds. “We previously shared a workshop next door, but we now have our own brand-new purpose-built service area, including a detailed bay, all under the Ferris Cars brand. We now have permanent Ferrari and Maserati specialist technicians on-site, although they are competent to work on any performance or supercar.”
A large window at the back of the showroom puts the immaculate workshop on proud display.
“We want customers shopping for a car to see how our passion extends to the workshop and want to bring their cars here for servicing and maintenance.”
Buying a Car with ‘Crypto’
In 2021, Ferris Cars took the initiative to allow customers to purchase cars using cryptocurrency. This novel concept, a first in South Africa for a car dealership, generated considerable interest and remains novel to this day.
“While there is a perception that Bitcoin is not well-regulated, that is changing fast,” says Kennard. “There’s a lot involved in setting up a business to accept cryptocurrency and remain compliant – you have to be FICA-compliant, and of course, SARS is aware of the wallet’s existence.
“Although the process was tedious at the start, like anything new, it has proven to be very successful for us. We’ve sold between 20 and 30 cars this way already – not just from our dealership either.”
Which Ferrari Should You Buy Now?
It’s still possible to buy a Ferrari for under R1.5 million – a surprisingly attainable figure, considering the prices of modern cars. But which 1 offers the best blend of investment potential and driving enjoyment?
According to Kennard, there is a clear winner in that regard, but it’s not a R1.5-million Ferrari.
“I’d say the best all-rounder, and the Ferrari most likely to appreciate, is still the 458 Italia (shown above) – the last of the naturally aspirated V8s. It’s all emotion, that car – but they’re fetching around R4 million now, which is a stretch for many.”
“At around R1.5 million, you’ve got the 360 Modena. It may not be as quick as a F430, but it’s easier to live with. The F430 is quite track-focused – not exactly subtle.
“The 360 works in traffic, but if you want to have fun, it’ll do that too. Prices have been stagnant for about 5 years, but they should surely start rising soon.”
And the best one to get? “If you can find a manual – (there are) fewer than 10 in the country – that’s the one!” Kennard concludes.
Browse vehicles stocked by Ferris Cars on Cars.co.za
Find a luxury or classic car listed for sale on Cars.co.za
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