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Overlook Apple. Forget Google. Forget piffling Coca-Cola. A tiny-volume supercar maker from a smaller town in northern Italia is the most powerful brand on earth, according in order to new research.
Sure, Ferrari has been declared World’s Most Powerful Brand name for the second year working by London-based authorities Brand Finance. Maranello’s finest had been the only car company to achieve an ‘AAA+’ in the study, which takes into account consumer loyalty, investment, and a new whole bunch of elements Top Gear doesn’t fully understand.
BMW and Porsche attained an ‘AAA’ rating, with Toyota, VW and Mercedes also ranked highly.
Ferrari also announced today that sold fewer cars within 2013 than 2012, but made more money. Nice trick.
Limiting supply was a deliberate strategy, said Ferrari, to ‘maintain a new high level of uniqueness and increase their [cars’] value over time’. Maranello delivered merely under seven thousand automobiles in 2013, down several per cent on 2012, but the company recorded a net profit associated with just over £200m, upwards five per cent.
In total, Ferrari’s total profits rose to £1. 89bn last year, boosted by an increase in profits from ‘brand related activities’. Yep, that’s the concept parks and 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 particular UK are the biggest Ferrari fans in Europe, getting 677 cars last year. But just 205 Ferraris were sold in Malta.
Even so, Ferrari’s looking in rude shape. Which usually is good news for all those of us who like our supercars red-colored, shiny and very, very fast.
So tell us: in the event that you where in charge of Ferrari’s newly-plumped coffers, what would you spend the money developing?
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