THE STORY BEHIND THAT FERRARI V12 ENGINE NOW ROARING through Atlanta traces back 40 years to Mississippi, where an American dream first took root. Today, the passion behind that dream drives every handshake and every key exchange at Ferrari of Atlanta, where clients don’t just buy cars; they join a family that lives and breathes Italian automotive perfection.
To understand the Ferrari brand, it’s essential to understand that founder Enzo Ferrari never intended to build road cars. Racing consumed his every waking moment, and his early creations existed solely to win races. Financial necessity eventually forced him into producing road cars, which bankrolled his obsession with competition. This competitive racing DNA remains embedded in every Ferrari today, from entry-level models to the most exclusive limited editions. Since 1939, the brand has consistently pushed the boundaries of engineering and design, creating legendary vehicles that have dominated both the road and racetrack for over 80 years.
Ferrari of Atlanta’s origins date back to 1984, when the late Ed Wettach established Ferrari South in Jackson, Mississippi, becoming one of the few original factory-authorized Ferrari franchise owners in North America. After 10 years in Mississippi, Wettach partnered with fellow car enthusiast Hugh Steward to acquire FAF Motors, eventually developing it into Ferrari Maserati Aston Martin of Atlanta. The transition from Mississippi to Georgia marked a significant milestone, bringing the Ferrari experience to one of the Southeast’s most dynamic automotive markets. Even after Wettach’s passing in 2013, his stepson, Webb Collums, continues to honor the standards and principles that were meticulously established years ago.
Collums started in the family business in 1988, cutting his teeth working on iconic models like the 328, Testarossa and 348. These were the golden years of Ferrari design, when pop culture embraced the brand through television shows and movies, making Ferrari synonymous with success and sophistication. “While working in the shadows of my stepfather, Edward Wettach III, I was able to absorb lots of information, not just the car business but how to treat people,” he says. “In 2013, we lost Ed, which left our family and business with a void. But I had one of the best mentors I could have had in Ed. I knew the path he took to immerse me in the business and the passion he instilled in me for Ferrari equipped me for the next chapter.”
Today, as one of the few remaining family-owned Ferrari dealerships in North America, the business continues to embody Enzo Ferrari’s famous philosophy: “If you can dream it, you can do it.” This family ownership model has become increasingly rare in the automotive industry, where corporate consolidation has transformed most dealerships into standardized operations. Ferrari of Atlanta’s independence allows it to maintain the personal touch that has defined its success for four decades.
What sets the company apart is its understanding that Ferrari represents more than just automotive excellence; it’s a complete lifestyle experience that extends well beyond the sale. Marketing manager Jacqueline Johnson explains, “We are a unique brand because we focus on experiential activities just as much as we do on sales or service.”
The dealership hosts events ranging from luxury test-drive experiences that allow potential customers to experience Ferrari’s performance capabilities in controlled environments to Formula 1 viewing parties. The Corso Pilota event offers owners the opportunity to experience their vehicles on professional racing circuits under the guidance of experts.
A highlight for owners, the Ferrari factory tour in Italy allows clients to witness firsthand the craftsmanship and attention to detail that go into every vehicle. A pilgrimage to Maranello offers a rare look at Ferrari’s manufacturing process, from the hand-assembly of engines to the meticulous paint application that gives each Ferrari its distinctive finish. The dealership also organizes rallies to prestigious wineries, combining Ferrari’s Italian heritage with sophisticated culinary experiences, and hosts new car launches at exclusive locations throughout the year. “After a client buys a Ferrari from us, they become part of our family. This is why they tend to stay with us, often ordering the latest models as soon as they’re released,” Johnson says.
Having witnessed the meticulous craftsmanship at Maranello firsthand, many clients become inspired to collaborate directly with Ferrari’s artisans on their own unique creation. Ferrari’s Tailor Made program represents the pinnacle of automotive personalization, offering clients access to a personal designer from Ferrari’s design department and an almost unlimited catalogue of materials.
The program features three distinct collections, each reflecting different aspects of Ferrari’s DNA and catering to varied aesthetic preferences. Classica offers a modern twist on iconic GT styling cues, featuring elegant exterior colors, chrome details and vintage materials such as leather, wool, cashmere and corduroy, all combined with cutting-edge production techniques. This collection appeals to purists who appreciate Ferrari’s traditional design language while embracing contemporary luxury standards.
Inedita lives up to its name by introducing experimental and innovative styling elements. This forward-thinking collection features distinctive materials, including denim, bold leather colors, sartorial fabrics and high-tech materials. Inedita represents Ferrari’s willingness to push boundaries while respecting its heritage, creating cars that feel both futuristic and authentically Ferrari.
Scuderia pays homage to Ferrari’s competition heritage with exclusive materials such as rubberized leather, technical fabrics, Kevlar, high-tech microfibers, carbon-fiber trims, and matte and satin finish metals. This collection incorporates materials and design elements that echo the brand’s success in Formula 1, the Le Mans Series and other prestigious racing series.
Ferrari of Atlanta’s commitment extends well beyond the initial sale through comprehensive programs that ensure every Ferrari maintains peak performance throughout its ownership cycle. Its factory-trained technicians are regularly recertified to stay current with Ferrari’s evolving technology and diagnostics, while its comprehensive parts department ensures authentic components are readily available both in-store and online. This dedication to authenticity extends to restoration services, where classic Ferrari models receive period-correct components and attention to original specifications.
Multiple specialized programs enhance the ownership experience, including a welcome-back program that provides returning customers with personalized attention that reflects their history with the brand. The dealership maintains detailed records of each client’s preferences, service history and ownership patterns, enabling increasingly personalized service with each interaction.
The dealership’s award-winning sales, service, parts and marketing professionals share an unwavering passion for the Ferrari marque, ensuring every client experience matches the exceptional nature of the vehicles they represent. From new and pre-owned certified vehicles in its showroom to custom-built orders, Ferrari of Atlanta continues to uphold the standards that have defined its success.
Beyond its commitment to exceptional client experiences, Ferrari of Atlanta demonstrates its dedication to giving back to the community through its annual “Rides to Remember” charity event. This heartwarming tradition was inspired by one of the dealership’s founders, whose daughter was diagnosed with childhood cancer.
As Collums noted when celebrating the family’s 40th year as a Ferrari dealer and 30th year in Atlanta: “We have been blessed by many fantastic staff members, wonderful clients and great partners, who have all contributed to shaping Ferrari of Atlanta into what it has become today. I constantly remind myself of the Enzo Ferrari quote, ‘If you can dream it, you can do it,’ and I hope that we can continue carrying on this message for many years to come.” *
Robin Howard is a freelance writer in Charleston. See more of her work at robinhowardwrites.com.
