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Overlook Apple. Forget Google. Neglect piffling Coca-Cola. A tiny-volume supercar maker from a tiny town in northern Malta is the most powerful brand in the world, according to new research.
Yes, Ferrari has been reported World’s Most Powerful Company for that second year running by London-based professionals Brand Finance. Maranello’s finest had been the only car company to achieve an ‘AAA+’ in the study, which takes into account client loyalty, investment, and the whole bunch of other factors Top Gear doesn’t fully understand.
BMW and Porsche accomplished an ‘AAA’ rating, with Toyota, VW and Mercedes also ranked highly.
Ferrari also announced today this sold fewer cars in 2013 than 2012, nevertheless made more money. Nice trick.
Limiting supply has been a deliberate strategy, mentioned Ferrari, to ‘maintain the high level of uniqueness and increase their [cars’] value over time’. Maranello delivered merely under seven thousand vehicles in 2013, down 5 per cent on spring 2012, but the company documented a net profit regarding just over £200m, up 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 theme parks and the dressing gowns and the teddy bears.
Ferrari’s biggest market in 2013 was the USA, where the company sold 2, 035 cars. We in the UK will be the biggest Ferrari fans in Europe, purchasing 677 cars last 12 months. But just 205 Ferraris were sold in Malta.
Even so, Ferrari’s looking in rude shape. Which usually is good news for just about all those of us who else like our supercars red-colored, shiny and extremely, very quick.
So tell us: if you were in charge of Ferrari’s newly-plumped coffers, what would you spend the money developing?
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