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Forget Apple. Forget Google. Forget piffling Coca-Cola. A tiny-volume supercar maker from a smaller town in northern Italia is the most strong brand on the planet, according to new research.
Indeed, Ferrari has been declared World’s Most Powerful Brand for the second year running by London-based specialists Brand Finance. Maranello’s finest has been the only car organization to achieve an ‘AAA+’ in the study, which usually takes into account customer loyalty, investment, and a whole bunch of elements Top Gear doesn’t fully understand.
BMW and Porsche attained an ‘AAA’ rating, along with Toyota, VW and Mercedes also ranked highly.
Ferrari also announced today it sold fewer cars inside 2013 than 2012, yet made more money. Neat trick.
Limiting supply was a deliberate strategy, said Ferrari, to ‘maintain the high level of exclusivity and increase their [cars’] value more than time’. Maranello delivered simply under seven thousand vehicles in 2013, down 5 per cent on spring 2012, but the company noted a net profit associated with just over £200m, upwards five per cent.
In 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 style parks as well as the dressing gowns and the teddies.
Ferrari’s biggest market in 2013 was the USA, the location where the company sold 2, 035 cars. We in the UK would be the biggest Ferrari fans in Europe, purchasing 677 cars last yr. But just 205 Ferraris were sold in Malta.
Even so, Ferrari’s searching in rude shape. Which is great news for all those of us who else like our supercars red, shiny and very, very quickly.
So tell us: in the event that you where in charge of Ferrari’s newly-plumped coffers, what would you spend the cash developing?
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