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MENAFN - Khaleej Times - 01/07/2014
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(MENAFN - Khaleej Times) Tonino lamborghini launches ultra-premium antares phon

Dubai’s luxury-goods sector is on par or even exceeds other cities in the world known to have high demand for the segment and high-end italian brand tonino lamborghini will be reinforcing the emirate’s status by launching its ultra-premium mobile phone here.The company on wednesday announced that it will start selling its high-end antares smartphone in dubai which it is touting as “the ideal platform for business and pleasure”.Tonino lamborghini has special plans for dubai — a “huge project” in fact according to its chief executive officer.“we want to create a new segment of mobile phones something that we call ‘technoloxury’” gianluca filippi told khaleej times in an interview minutes before the press event.He confirmed that the company will “absolutely” set up a flagship store in dubai in 2015 which will feature all of tonino lamborghini’s renowned products. just over a couple of weeks ago the company launched an e-boutique www.lamborghini.it which also offers its product range to uae customers.“we have to rush” filippi said. “we started with dubai because it is a big hub for luxury goods… today is a very important day and we are very proud of it.”Tonino lamborghini’s antares smartphone is a limited-edition product each with a serial number engraved to assure its exclusivity. the 13.5mm-thin device with a four-inch touchscreen protected by damage-resistant gorilla glass comes with a quad-core 1.5ghz processor 2gb of ram and 32gb of internal storage with a microsd card slot for up to 32gb. its sound system is equipped with a built-in yamaha amplifier while its 13mp main and 5mp front cameras have full-hd capability. it runs on android 4.2 jelly bean with an interface specifically designed for the company. the phone is able to withstand pressure up to 1000 pounds.The antares will be retailed for dh14750 and will be exclusively distributed across the region from the hub of dtk computer which will also operate full customer and repair services. among the retailers are levant and protechnology.The phone is available in six variations to suit the preferences of both males and females. and for each variation the company produces only 1947 pieces a reference to the birth year of company founder tonino lamborghini — the son of ferruccio lamborghini founder of supercar manufacturer automobili lamborghini.The younger lamborghini himself manages and leads a special design department within the company according to filippi.“the specs [of the antares] is completely different” he said.“i’m very proud of being higher than the competition.”On the mobile phone segment he declined to give a goal in terms of market share but did say “we want to reach a high high percentage”.“maybe after a year” he quipped.‘sparkling’ dubaiFilippi who joined the company in 2010 says that the luxury-goods segment is not difficult to manage; rather “it’s a state of mind”.“it’s very important to understand that luxury is not about the price but it’s about the culture lifestyle and the feeling [of it]” he said stressing that his first order of business with the company was to “completely change the culture and mentality both within and outside” of it. goals in their business will not be achieved “if you are not able to understand luxury exactly; now we are very much focused on [this] lifestyle” he said.Filippi says that the next step he did was to sign a “huge” agreement with the hospitality sector especially with hotels where he believes the company will be able to share its lifestyle ideas to customers through these establishments.So naturally dubai — a market whose hospitality sector is going from strength to strength aside from it being a luxury hub — was a natural choice for a strategic expansion.“we are very very interested in this area… dubai has become a sparkling hub especially after the [late-2000s global financial] crisis” he said. “the hotels’ occupancy rate is so crazy and unbelievable; you cannot find the same rate anywhere else in the world.”Tonino lamborghini will be closing its present fiscal year in a little over a week and filippi says that the company is reaching 93.4 per cent of its turnover outside italy.Filippi pointed out that the company is also engaged in “huge huge” projects in the united states as well as in european cities such as london paris and berlin. in asia it is in china hong kong and south korea; the company is working on japan and it will be visiting indonesia “in a couple of weeks”. in the philippines — which filippi described as “another huge market” — tonino lamborghini is looking for a good partner there and trying to understand the best way to enter the country’s market.For now tonino lamborghini is giving a special concentration on dubai; filippi says that the company is presently working on identifying the perfect location of its planned flagship store.“we are working very hard to introduce this concept” he said. “it’s difficult… but i absolutely love it here in dubai.”— alvin?khaleejtimes.com


Khaleej Times

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