Ref. 25803-27IF a town's wealth was measured in terms of the type of cars its citizens drive, Swindon would justify its affluent status.

Especially now a Ferrari dealership is about to open in the town.

The Italian giant has announced plans to quit its old premises in Northleach near Cheltenham and move into the former Mercedes-Benz showroom on Ashworth Road, Bridgemead - under the name Dick Lovett MHT Limited.

Julian Wraight, the new principal dealer, plans to start trading on August 26.

Dick Lovett, which has the franchise, already has a Porsche showroom on the same road.

And Mr Wraight is confident there is a demand for flashy motors.

He said: "There is definitely a strong market for them in the area. The new cars will start at around £65,000. But we will also be selling used Ferraris and Maserati."

The famous horse emblem belonging to Ferrari has become a globally recognised symbol of excellence.

Andy Jones, principle dealer of Lexus Swindon on Paddington Drive, said there has been an explosion of luxury car showrooms in the town.

He said: "More and more keep opening it's becoming a Mecca for them."

But Mr Jones reckons the majority of the Ferrari trade will come from the areas surrounding Swindon.

"I can't see a massive demand for these type of cars in this part of the world," he said. " I would expect most of the customers to come from places such as Gloucester, Cirencester and Stroud those seem to be the places where the money is."

Ferrari will be the latest big name in the world of motoring to come to Swindon. Others include:

Dick Lovett (Porsche) Ashworth Road, Bridgemead.

Dick Lovett (BMW and Mini) Rushey Park, Wootton Bassett Road.

Simpsons (Subaru) Swindon Road, Highworth.

Sudburys Jaguar, Dorcan Way.

Fish Brothers (Mitsubishi Motors), Paddington Drive, Bridgemead.