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Forget Apple. Forget Google. Forget piffling Coca-Cola. A tiny-volume supercar maker from a little town in northern Italia is the most effective brand on the planet, according to new research.
Yes, Ferrari has been declared World’s Most Powerful Brand for the second year running by London-based authorities Company Finance. Maranello’s finest was the only car company to achieve an ‘AAA+’ in the study, which takes into account client loyalty, investment, and a whole bunch of elements Top Gear doesn’t fully understand.
BMW and Porsche attained an ‘AAA’ rating, along with Toyota, VW and Mercedes also ranked highly.
Ferrari also announced today that sold fewer cars in 2013 than 2012, but made more money. Nice trick.
Limiting supply was a deliberate strategy, stated Ferrari, to ‘maintain a new high level of exclusivity and increase their [cars’] value over time’. Maranello delivered simply under seven thousand cars in 2013, down 5 per cent on this year, but the company documented a net profit regarding just over £200m, upwards five per cent.
Inside total, Ferrari’s total profits rose to £1. 89bn last year, boosted by simply an increase in profits from ‘brand related activities’. Yep, that’s the style parks plus the dressing robes and the teddy bears.
Ferrari’s biggest market in 2013 was the USA, where the company sold 2, 035 cars. We in the UK would be the biggest Ferrari fans in Europe, purchasing 677 cars last year. But just 205 Ferraris were sold in Malta.
Even so, Ferrari’s searching in rude shape. Which usually is good news for almost all those of us that like our supercars reddish, shiny and incredibly, very fast.
So tell us: in the event that you where in charge of Ferrari’s newly-plumped coffers, what might you spend the money developing?
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