Interview with Ferrari Sales Manager Julian Sion
Throughout the day, Ferrari sales managers play a key role in the success and failure of the Italian luxury sports car manufacturer. They are the ones to ensure primarily that sales targets are met, but their pivotal role is not achievable without the support of their sales team, where each one contributes in the best possible way and works towards the goals and objectives of Ferrari. Even though their directive is to get more sales, sales managers must balance selling with customer satisfaction, employee engagement, and productivity improvement every day. It may seem simple, but overall, it takes a keen eye and listening skills to be able to deliver exactly what the customer is looking for in an instant.
Have you ever thought about what it’s like to be a Ferrari sales manager? Let us give you a peek behind the curtains into the life of Ferrari’s Sales Manager Julian Sion to see what it takes to excel in this career.
Based on your Instagram profile, you’ve helped a lot of clients choose their favorite specifications on the 488 Pista, how would you spec yours if you were to order one from the factory? Coupe/Spider, stripeless/stripes, paint, rims, carbon exterior/interior details...
Spider in Giallo Triplo Strato
Outer stripes in Blu Nart and inner stripe in Bianco Sanae
Italian Tricolore on the engine lid
Carbon fibre rims
Black brake calipers
All carbon exterior (glossy) and interior options (matt painted)
Full black lether interior
Daytona-Seats
Daytona stripes in Giallo leather
Prancing horse stitched in Giallo
12 o ́clock marker on the steering wheel painted tricolore (Blu
Nart/Bianco Sanae/Blu Nart)
Being a sales manager is no easy task; it requires passion and sacrifice. What sparked this passion for your job and for Ferrari?
Since my early years, I have been a huge petrolhead, but I already had a huge passion for Italian sport cars, especially Ferrari. I grew up during the great era of Michael Schumacher, who strongly influenced me. I’ve spent a lot of my free time at his cart track close to my hometown and enjoyed my first "racing" experiences. I’m into Italian craftsmanship, and I love the style of passion they have for their cars. Everybody who has visited the factory in Maranello once knows what I am talking about!
I was very lucky to get the opportunity to make my hobby my profession. So being a sales manager at Ferrari isn’t just a job; it is a true passion.
Can you categorize your daily responsibilities as a sales manager at Ferrari?
I am responsible for:
Communication between the manufacturer and our dealership
Management and control of sales activities, including monitoring our KPIs
Pricing trade-ins/commission
Sharing thoughts with the team and trying to motivate them
Being a sales manager at the world’s most powerful brand is somehow hard, especially since you need to maintain the right brand image for Ferrari. How do you deal with a negative review of you or anyone on your team?
Regardless of whom the review concerns, I always seek a conversation with my colleagues. You should always be able to criticize so that you can always learn and develop yourself further. In the case of a bad review, I am personally always interested in the background that led to the review. This clarifies the problem areas, so we can derive appropriate recommendations for action and improve ourselves.
Is marketing an essential piece of the Ferrari sales puzzle?
Marketing and sales belong together. One unit would be nothing without the other. In marketing communication, Ferrari attaches great importance to live experiences, where one should experience and feel the luxury and the Italian attitude towards life very closely. This also reflects my experience—almost all purchases have an emotional impulse.
What is your favorite classic and modern Ferrari, and why?
Classic: 250 LM
Modern: F12 TDF
I love the timeless design and the V12 engine of both cars. The 250 LM has a stunning racing history, which makes it special. The F12 TDF is the best lightweight V12 model of this era and will be a future classic.
What are your favorite driving experiences with a Ferrari?
My favorite driving experience was driving a 488 Pista flat out on the Varano Track in Italy. It is impressive feeling how such a vehicle behaves on the race track and how you build up more and more confidence from lap to lap. Since I live in Germany, I have the pleasure of enjoying the unlimited highway at high speeds, but I prefer driving on beautiful country roads like around the Nürburgring or around south of Germany.
Do you own a Ferrari? If not, what would be the first one you would consider buying?
No, unfortunately, I don’t own one, but it’s a childhood dream! I’d love to own a 430 Scuderia.
How would you rate your Ferrari XX experience? Which cars did you experience, and what’s next on your bucket list?
Luckily, I had the pleasure of being a passenger in my client’s FXX on the Ferrari racing days at the Nürburgring last year. It was definitely a once-in-a lifetime experience to be on track with all these XX cars. The sound of the V12, the acceleration, and the handling were absolutely mind-blowing. One day I’d love to drive a Challenge or GT3 race car!
Many enthusiasts didn’t understand the arrival of the F8 Tributo due to its similarity to the Pista. How would you respond to that?
The 488 Pista was built in low numbers, and we couldn’t provide every interested client with a production slot. First of all, you have to compare the F8 Tributo to the 488 GTB, as the F8 is not a special series model. If you compare the F8 to the 488 GTB, there are huge improvements in things like steering, aerodynamics, braking, and so on.
The Ferrari SUV is the car everyone is waiting for. Do we have an update on that, or is it only rumors and stories until now?
Until now, there has been no further information, only rumors and speculations about the upcoming SUV.