SOLIHULL is the location for a new state-of the-art Ferrari showroom - the first in the UK to embody Ferrari's new corporate identity.

Graypaul Birmingham is part of the Sytner Group and opened its doors for business after the dealership moved its operations from Bromsgrove.

The move was always on the cards after Graypaul took over the former Nick Whale dealership in Bromsgrove, as the land on which it stood had ben sold.

Franchise director Mario Vignali said: "Solihull is the sixth richest borough in the UK and one of the most affluent areas in the country - for us it was a no-brainer.

"We needed to move from Bromsgrove and had an acre of land here, so decided to take the opportunity."

The new dealership, which also sells Maserati cars, sits next to relatively new BMW and MINI dealerships also owned by Sytner.

Mr Vignali revealed the new building alone had cost £2.3million with the total investment in the new dealership nearing £5million.

The whole process from inception to opening had been completed in just 12 months.

Graypaul Birmingham is the fourth Ferrari dealership operated by the Sytner group, alongside Graypaul Edinburgh, Graypaul Nottingham and Maranello Egham, which this year celebrates its 50th anniversary of representing the Ferrari brand.

Although Mr Vignali said he was keen to welcome Ferrari owners old and new and acknowledged the exclusivity of the Ialian marque he also promised an open door policy for the curious.

"He said: "We are not judgmental. If someone wants to come in and look around we will make them very welcome.

"Back in 1996 someone pulled up in an old Ford Mondeo with four kids and it turned out to be Lee Wright, a lottery winner who ended up spending £1.8million with us."

Located in Highlands Road, Monkspath, the new dealership has a full sales and aftersales facilities, with space for 10 cars in total in the main showroom, with one side dedicated to Ferrari and the other to Maserati.

To the rear is an area with space for a further 12 Approved cars from both marques.

Mr Vignali said the dealership would expect to sell one new Ferrari for every three Approved models sold.

The showroom also has a dedicated "Atelier" where customers can choose from a range of personalisation options to create their dream Ferrari.

Graypaul is offering customers of Approved Ferraris a two-year warranty on their purchase, which includes a 190 point inspection process and all maintenance and repair required before being sold on.

Approved Ferraris can be up to eight years old, with prices starting from around £60,000.

Ferrari's new dealership corporate identity is currently being rolled out across Europe.

Matteo Torre, regional manager for Ferrari North Europe, said: "Ferrari's new brand identity is designed to provide a welcoming environment for customers, who can relax and enjoy the purchase and ownership experience.

"Ferrari is committed to providing the highest level of customer care and we are delighted to see the new showroom opening here in Solihull as I know we have many enthusiastic clients in the area whose experience with the brand will be enhanced by the new facilities we are opening here."