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Forget Apple. Forget Google. Forget piffling Coca-Cola. A tiny-volume supercar maker from a tiny town in northern Italia is the most effective brand on the planet, according to be able to new research.
Sure, Ferrari has been declared World’s Most Powerful Company for the second year working by London-based specialists Brand Finance. Maranello’s finest was the only car business to achieve an ‘AAA+’ in the study, which often takes into account customer loyalty, investment, and a new whole bunch of elements Top Gear doesn’t grasp.
BMW and Porsche attained an ‘AAA’ rating, along with Toyota, VW and Mercedes also ranked highly.
Ferrari also announced today that sold fewer cars inside 2013 than 2012, but made more money. Neat trick.
Limiting supply has been a deliberate strategy, mentioned Ferrari, to ‘maintain the high level of uniqueness and increase their [cars’] value above time’. Maranello delivered simply under seven thousand cars in 2013, down five per cent on 2012, but the company recorded a net profit associated with just over £200m, upward five per cent.
Inside total, Ferrari’s total income 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 robes and the teddies.
Ferrari’s biggest market in 2013 was the USA, in which the company sold 2, 035 cars. We in the UK are the biggest Ferrari fans in Europe, buying 677 cars last year. But just 205 Ferraris were sold in Italia.
Even so, Ferrari’s searching in rude shape. Which often is great news for almost all those of us who else like our supercars red, shiny and incredibly, very quick.
So tell us: if you were in charge of Ferrari’s newly-plumped coffers, what would you spend the cash developing?
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