Maserati's latest model, the stylish, four-seat GranCabrio, has just arrived in Thailand, its official launch coming during an exclusive party held in the immaculate grounds of the Italian Ambassador's private residence in the capital city, Bangkok. The appearance of the GranCabrio extends the Trident's range to three models; it slots neatly in alongside the Quattroporte sedan and GranTurismo coupé, and with its lavish styling by the brand's ever-reliable designer Pininfarina, the dashing new convertible can be said to perfectly fuse the brand's long-held traditions of sportiness, elegance and luxury. Empire Motor Sport Co. Ltd. is the exclusive authorised importer for Thailand and for the last two years the company has been busy working to reestablish the Trident name in this market where the most prestigious European brands are held in the highest regard; last year the importer launched the GranTurismo, and the arrival this week of the GranCabrio, which received its world première at the Frankfurt IAA last autumn, another plank is added to its Thai market push. With huge import duties here the GranCabrio though will cost a cool 17.5 million baht, pricing it beyond the means of most. The launch party, dubbed The Power of Beauty, took place at the residence of the Ambassador of the Republic of Italy to Thailand, Mr. Michelangelo Pipan, located in the up market commercial Silom district of the city. The GranCabrio was laid out on the driveway in front of the flowing steps to the Ambassador's house, lurking beneath a silver-gray cover, flanked on either side by an example of each of its sisters, the GranTurismo and Quattroporte. The glitzy proceedings were hosted by popular actress and model Claudia Jakkapan who introduced the evening's guest of honour, the Italian Ambassador Michelangelo Pipan, on the residence's curving marble steps, and he was keen to emphasise that when it comes to designing ultimate automobiles, his country is unmatched. Also presiding over the launch was Dr. Suphachai Phisitvanich a former government minister and one of the city's leading businessmen. Following the Ambassador's words it is time to introduce the GranCabrio and to the accompaniment of music and lights, and with the threatening rain fortunately keeping away, the covers were whisked off to reveal the convertible, finished in "Bianco Eldorado" (white) with a rich burgundy hood folded snugly in place. The launch of the GranCabrio attracts a string of leading names from the city's business and academic communities; these guests include Chula-Payap Srikarnchana, Matthew Kitothan, Dr. Cathleen Maleenont, Dr. Chettha Songthaveepol, Vapee Bhirombhakdi, Chakrit Benedetti, Sittichai Mahaguna, Chatwaruth Musigchai, Thitinan Kiatphaibool, Nuttapon Khambanonda, Phumin Mahawan, Associate Professor Prechaporn Suwatnodom and Krisda Samphantharak. Pornsarin Maethivacharanondh, Managing Director of Empire Motor Sport Co., Ltd., sees that with a strong three-model line up the company will change it market approach this year to focus on exclusive events that give customers a special experience of the brand and there are also plans to establish a "Maserati Club" that will provide fans with the opportunity to get together and take part in events. With so many cars grouped in a similar price bracket on the Thai market Empire Motor Sport sees customer loyalty as the driving factor, building on the brand's attributes of distinctive design, style, powerful and competent performance and comfort. This year the importer is targeting sales of all three models combined at between ten and fifteen cars and it aims to sell between three to five examples of the new GranCabrio per annum, starting this year. "This figure is satisfying under the current economic and political situation," says Empire Motor Sport." The company [is] also focused on improving its staff and increasing efficiency of [the] service team with an aim at satisfying customers." Empire Motor Sport adds that "the profit figure this year is a minor aim as the company needs to prepare the organization to be ready for brand expansion [in Thailand] in the future."
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