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Forget Apple. Forget Google. Neglect piffling Coca-Cola. A tiny-volume supercar maker from a tiny town in northern Italia is the most powerful brand on the planet, according to new research.
Sure, Ferrari has been announced World’s Most Powerful Brand for your second year operating by London-based specialists Company Finance. Maranello’s finest has been the only car company to achieve an ‘AAA+’ in the study, which often takes into account consumer loyalty, investment, and the whole bunch of elements 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 that sold fewer cars inside 2013 than 2012, but made more money. Nice trick.
Limiting supply had been a deliberate strategy, mentioned Ferrari, to ‘maintain a new high level of uniqueness and increase their [cars’] value above time’. Maranello delivered just under seven thousand vehicles in 2013, down several per cent on 2012, but the company documented a net profit of just over £200m, upwards five per cent.
Inside total, Ferrari’s total revenues rose to £1. 89bn last year, boosted by simply an increase in income from ‘brand related activities’. Yep, that’s the theme parks plus the dressing dresses and the teddy bears.
Ferrari’s biggest market in 2013 was the USA, in which the company sold 2, 035 cars. We in the particular UK are the biggest Ferrari fans in Europe, buying 677 cars last 12 months. But just 205 Ferraris were sold in Italia.
Even so, Ferrari’s seeking in rude shape. Which is very good news for just about all those of us who like our supercars reddish, shiny and incredibly, very fast.
So tell us: if you were in charge of Ferrari’s newly-plumped coffers, what would you spend the funds developing?
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