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Forget Apple. Forget Google. Forget piffling Coca-Cola. A tiny-volume supercar maker from a tiny town in northern Malta is the most effective brand in the world, according in order to new research.
Sure, Ferrari has been declared World’s Most Powerful Brand for that second year operating by London-based professionals Brand name Finance. Maranello’s finest was the only car business to achieve an ‘AAA+’ in the study, which often takes into account client loyalty, investment, and the whole bunch of other factors Top Gear doesn’t grasp.
BMW and Porsche achieved an ‘AAA’ rating, along with Toyota, VW and Mercedes also ranked highly.
Ferrari also announced today this sold fewer cars inside 2013 than 2012, but made more money. Neat trick.
Limiting supply was a deliberate strategy, mentioned Ferrari, to ‘maintain a new high level of uniqueness and increase their [cars’] value over time’. Maranello delivered merely under seven thousand cars in 2013, down several per cent on spring 2012, but the company recorded a net profit regarding just over £200m, upward five per cent.
Within total, Ferrari’s total income rose to £1. 89bn last year, boosted simply by an increase in earnings from ‘brand related activities’. Yep, that’s the concept parks as well as the dressing gowns and the teddies.
Ferrari’s biggest market in 2013 was the USA, in which the company sold 2, 035 cars. We in the UK would be the biggest Ferrari fans in Europe, buying 677 cars last 12 months. But just 205 Ferraris were sold in Malta.
Even so, Ferrari’s seeking in rude shape. Which is very good news for just about all those of us that like our supercars red, shiny and incredibly, very quickly.
So tell us: in the event that you where in charge of Ferrari’s newly-plumped coffers, what might you spend the funds developing?
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