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Forget Apple. Forget Google. Neglect piffling Coca-Cola. A tiny-volume supercar maker from a tiny town in northern Italy is the most strong brand in the world, according to be able to new research.
Indeed, Ferrari has been announced World’s Most Powerful Brand for that second year running by London-based specialists Brand Finance. Maranello’s finest was the only car company to achieve an ‘AAA+’ in the study, which usually takes into account customer loyalty, investment, and a whole bunch of other factors Top Gear doesn’t completely understand.
BMW and Porsche achieved an ‘AAA’ rating, together with Toyota, VW and Mercedes also ranked highly.
Ferrari also announced today this sold fewer cars in 2013 than 2012, yet made more money. Cool trick.
Limiting supply was a deliberate strategy, stated Ferrari, to ‘maintain a new high level of uniqueness and increase their [cars’] value above time’. Maranello delivered just under seven thousand cars in 2013, down 5 per cent on 2012, but the company recorded a net profit regarding just over £200m, up five per cent.
Within total, Ferrari’s total profits rose to £1. 89bn last year, boosted by an increase in profits from ‘brand related activities’. Yep, that’s the theme parks plus the dressing dresses and the teddies.
Ferrari’s biggest market in 2013 was the USA, in which the company sold 2, 035 cars. We in typically the UK are 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 often is good news for all those of us who like our supercars red-colored, shiny and incredibly, very fast.
So tell us: in the event that you where in charge of Ferrari’s newly-plumped coffers, what might you spend the cash developing?
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