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Overlook Apple. Forget Google. Forget piffling Coca-Cola. A tiny-volume supercar maker from a tiny town in northern Italia is the most strong brand in the world, according to be able to new research.
Indeed, Ferrari has been reported World’s Most Powerful Company for your second year operating by London-based specialists Brand name Finance. Maranello’s finest had been the only car company to achieve an ‘AAA+’ in the study, which often takes into account consumer loyalty, investment, and a new whole bunch of other factors Top Gear doesn’t completely understand.
BMW and Porsche accomplished an ‘AAA’ rating, with Toyota, VW and Mercedes also ranked highly.
Ferrari also announced today this sold fewer cars within 2013 than 2012, but made more money. Nice trick.
Limiting supply had been a deliberate strategy, mentioned Ferrari, to ‘maintain a high level of exclusivity and increase their [cars’] value above time’. Maranello delivered simply under seven thousand vehicles in 2013, down 5 per cent on this year, but the company recorded a net profit of just over £200m, upward five per cent.
In total, Ferrari’s total revenues rose to £1. 89bn last year, boosted by simply an increase in profits from ‘brand related activities’. Yep, that’s the theme parks plus the dressing gowns and the teddy bears.
Ferrari’s biggest market in 2013 was the USA, the location where the company sold 2, 035 cars. We in the UK are the biggest Ferrari fans in Europe, purchasing 677 cars last year. But just 205 Ferraris were sold in Italy.
Even so, Ferrari’s searching in rude shape. Which often is good news for all those of us who like our supercars reddish, shiny and incredibly, very fast.
So tell us: if you were in charge of Ferrari’s newly-plumped coffers, what might you spend the cash developing?
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