As you would expect, Monaco’s motor show caters for the wealthier end of the market, with a Ferrari FF selling in the first 15 seconds
THE WORLD’S press might have focused on the Shanghai motor show, with its sensible launches, affordable Chinese alternatives and the future of everyday motoring. But Monaco doesn’t need to worry about such petty concerns. That’s why Monaco has Top Marques.
Now in its eighth year, Top Marques Monaco isn’t your average motor show. Far from the aircraft hangars of the exhibition halls, the static displays occupy the almighty Grimaldi Forum, which overlooks the turquoise seas of the Mediterranean. Inside are the most exotic, most exclusive and plain expensive cars in the world.
And that is just the start, because outside the Koenigsegg Agera, Gemballa Avalanche and more seem to shake the tunnel with their thunderous exhausts as they hurtle round the Monaco Grand Prix circuit.
The test drive section gives the chance to get past the velvet rope and actually feel the cars in action, which is kind of the point and embodies the “See it. Drive it. Buy It” ethos. Down the road in the port is Top Marques Superboats, which inevitably has the banner: “Sea it. Drive it. Buy it.” See what they did there?
The police turn a blind eye as cars blast through the tunnel at speeds in excess of 200km/h and then turn into the harbour section, past the legendary swimming pool, while the stands for the upcoming Grand Prix go up.
“We always felt Monaco deserved a different kind of show,” says director Steven Saltzman. “We wanted a touchy, squeezy, feely show, with no velvet ropes and the live action aspect was vital. We wanted people to be able to try a Pagani, and then immediately a Koenigsegg, like comparing two vintage wines. There’s nowhere else you can really do that.”
And why do the manufacturers flock back year after year, with 70 per cent re-signing on the last day of the previous show to ensure a space in the cramped confines of the Grimaldi Forum? Sales, pure and simple, the €50 entry price dissuades the tyre kickers and sticker collectors that populate most shows. Many are invited guests, high net worth individuals and Saltzman greets many by name, even as we speak he’s tapping away at the “Crackberry”, locating an important client.
“This is a buying show,” explains Saltzman. “We want quality, not quantity, we’ll have around 40,000 people through the doors, but they’re qualified leads.” Cunning sponsorship deals with Citibank and tie-ups with Ferrari, together with the show’s own painstakingly assembled list, mean that those that come through the door really could put one of these cars on a black credit card. Citibank gets business, Ferrari sells cars, it’s a perfect symbiosis. “Ferrari sold an FF within 15 seconds of the doors opening,” explains chairman Lawrie Lewis. “We did $600 million of business last year, during and after the show. This year the goal is $1 billion.”
The Pagani Huayra takes pride of place. Not long after its Geneva launch, Pagani’s latest €1 million creation, plus taxes of course, hit the floor at the richest venue of them all. Only 20 of the Huayra will see the light of day, before the next version comes in, and there were serious nibbles at the show.
The Koenigsegg Agera R lies just a few metres away, within striking distance, and separating the two is the borderline insane Ayrton Tirrito R.
The 1,700bhp Keating ZKR, making its world debut in the home of new money. In fact there are six European debuts, including the outrageous Conquest Knight XV, the world’s most luxurious armoured SUV, according to its creators, that starts from €350,000. This was Conquest’s first time outside the US, it cost more than €100,000 to bring the car to Top Marques, but with four firm orders, it was certainly good business.
The car is impressive, too, even though it looks way too big for European roads. There are Chinese buyers, importers from a variety of countries and collectors with money to burn, luxuriating in the seats and revelling in the madness of this bombproof carriage.
All the obscenely expensive players are here, and there are curiosities, too, including the Tirrito Ayrton R, a car that at first glance looks downright ugly. A short chat with its creator Andrea Tirrito later and I’m in love with its racecar lines, 960kg kerbweight and 690bhp engine. But I still don’t have the €350,000 it will cost to buy.
Things get strangely worse upstairs, at Top Marques Watches, which clearly ties in to the big boys’ toys theme. There Franck Muller director Nicholas Rudaz shows me the most complicated watch in the world the Aeternitas Mega 4, which costs an eye-popping €1.3 million. It’s as heavy as my arm and a dazzling piece of bling, and apparently there was a €1.7 million version. Sadly, the customer took delivery before the show, leaving the world with just a picture.
In the port, meanwhile, Jetlev was trying to convince folks to part with €85,000 for the gift of “flight”. Really, though, the jetpack is attached to a float that pumps water at ridiculous speed through two jets at the pack. If you ever need to fly really close to the water’s surface, and you’re rich, this is for you. The rest of us were left wondering why
