Niche Toys for Rich Boys
In spite of Bangkok's legendary traffic jams, imported sports and luxury cars top the list of most desirable boys' toys. The fact that, in downtown Bangok at least, you'll rarely get out of first gear doesn't seem to matter. Here the prestige of owning a hot set of wheels vastly outweighs its practicality.
Proof of the appeal is plain to see. Inside posh mall Siam Paragon, a whole corner of its second floor is dedicated to a series of supercar showrooms, strangely solemn spaces dedicated to the veneration of beautiful bodywork and highly covetable coupes. Imported Lamborghinis, Ferraris, Porsche, Bentleys, Lotus and Maseratis - they're all here. Coming to admire them is a steady stream of car connoisseurs, locals and visitors alike. "How do they get them in here?", many wonder out loud. Others, those who've just braved the city's pent-up traffic, look baffled and ask "why would you bother?"
Burn rubber - and a fat hole in your wallet
It's a fair question, but what they forget is that a fine motorcar is as much about improving status, as unleashing speed. With import tax as high as 326% here (yes, you read right), it may be even more so. You may not be able to burn rubber the credo goes, but at a staggering 33.5 million baht for a Bentley, you can sure burn a fat hole in your wallet. Such conspicuous consumption - what could be more high society than that?
It's still a fledgling little industry (around 15 Ferraris are sold a year here, in a world market of around 6,000), but the luxury and sports car market is big enough for several importers to operate in Thailand. And, despite the current political and economic uncertainty (business is "not so good" in the words of one showroom sales executive we spoke to), there's optimism the market will flourish. Between 60 and 70% of buyers are Thai businessmen, but there is, according to Ferme Car Co, also a healthy population of automobile obsessed expats residing here, for whom money is no object.
Life in the fast lane
Moreover, if expansion is evidence of optimism, then signs are good. Niche Cars has just boosted its portfolio by becoming Thailand's only official Lotus dealer. They've imported two Elise R and four of the Exige S, and aim to sell 30 Lotus cars worth 163 million baht this year. Other brands in its stable already include Lamborghini, Hummers and Aston Martin. Nearby, Performance Auto Gallery stocks a range of Porsche, Jaguar and Bentley. And the Ferma Motor Co is where to head for Maserati or Ferrari.
For those who want the cachet associated with a luxury car but haven't quite got the credit, there's always the option of buying second-hand. You can pick up a used Ferraris 512 TR for a mere 8.8 million baht, snap up a Porsche 911 2002 for the same, or a classic Lamborghini Diablo 1994 for a cool 13 million.
And what if you've thrashed you're coupe too hard? No need to worry. All the main authorized retailers have servicing centers with qualified engineers and parts here in Bangkok.
Bangkok's Finest bonnets:
Ferrari
Price: F430 (22.5 million baht), F575 Maranello (28.5 million baht)
Appeal: the finest modern Italian motor bar none, is the ultimate (and reddest) status symbol going.
Where: Ferma Motor Co, 2nd Floor Siam Paragon
For the closest thing to a classic F1 racing car, head to Ferma Motor Company's showroom, and pick up a F430 or F575 Maranello. The former is powered by a compact 4308 cc V8 engine, the latter a 5750 cc V12 engine with nifty F1 gearbox. Acceleration from zero to 100 km/h takes 4 seconds for the F430 and 4.25 seconds for the F575 Maranello, with top speeds of 315 km/h and 325 km/h respectively. Servicing is by fully trained technicians at their head office near Don Muang Airport.
Maserati
Price: Quattroporte (11.9 million baht), Sport GT (13.5 million baht)
Appeal: An award-winner that embodies Italian engineering and artistic flair.
Where: Ferma Motor Co, 2nd Floor Siam Paragon
Sleek and sporty, the muscular Maserati Sport GT packs, with its 4244 cc V8 engine, a very powerful temperament indeed. From zero to 100 km/h takes 4.85 seconds, and its top speed is 290 km/h. More popular in Bangkok though is the Quattroporte, a curvaceous yet rather aggressive looking five-metre long saloon, featuring bespoke leather and wood interiors. Its compact, yet responsive 4.2 litre V8 engine punches out 400 horse power and gives it a top speed of 275 km/h.
Lotus
Price: Elise R (4.7 million baht) / Exige S (5.7 million baht)
Appeal: Outrageous performance for a respectable price.
Where: Niche Cars showroom, 2nd Floor Siam Paragon
After a conspicuous absence for several years, Niche Cars now has six of these strong, lightweight beasts: two Elise R's and four of the Exige S. Under the bonnet is an advanced 1.8 litre supercharged engine, enabling the Elise R to go from zero to 100km/h in 5.2 seconds, and the Exige S in 4.3 seconds. Top speeds are 241 km/h and 238 km/h respectively. Niche's technicians have been trained in the UK to ensure optimum servicing, and they provide a 24-hour emergency service throughout the country.
Lamborghini
Price: Gallardo MY-06 (22.5 million baht)
Appeal: That sleek, classic aesthetic just oozes sex appeal.
Where: PAG, 2nd Floor Siam Paragon
Supposedly eminently more drivable than its forefathers, the Gallardo is said to retain the feel of a Lamborghini while removing the frisson of fear other models are famous for. Although ostensibly well mannered, its aluminum structure means it's no slouch - its top speed is 308 km/h. The official dealer, Niche Cars, also sells used models, like a Diablo 1994 going for around 13 million baht.
Bentley
Price: Arnage RL (33.35 million baht)
Appeal: For eminent, elderly gents who like their limousines with muscle.
Where: PAG, 2nd Floor Siam Paragon
Forget the Continental GT coupe and sumptuous Continental Flying Spur, for ultimate impact it has to be the stately Arnage RL: over 5 metres long, almost 2 metres wide, and with a weight of more than 2.5 tonnes. Despite its roomy interior and imposing exterior it's said to be a thrill to drive, all thanks to the effortless V8 engine. You can go bespoke by adding a mobile office complete with veneered writing desk, a cocktail cabinet with champagne flutes, or a modern games console to keep the grandchildren occupied during the drive to Pattaya.
Porsche
Price: Boxer 2.7 (7.6 million baht), Cayman S (10.9 million baht), 911 Carrera (14.8 million baht)
Appeal: The 911 especially is a legend in 80s form and function.
Where: PAG (2nd floor Siam Paragon), or Porsche Centre (33/9, 16-18 Moo 8, Vibhavadi Rangsit Road, Don Muang)
Perfect for roadsters who love the windswept hair look, the agile, open-top Boxer 2.7 has a top speed of 258 km/h, and goes from zero to 100 km/h in 6.1 seconds, all courtesy of a 245 horse power engine. Even more impressive though, are both the Cayman S Tiptronic S, which takes 5.4 seconds and peaks at 275 km/h, and the 911 Carrerra 4S, which takes 5.3 seconds and reaches 280km/h. All retain the brand's curvy charisma and are available from the Performance Auto Gallery showroom.
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