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Forget Apple. Forget Google. Overlook piffling Coca-Cola. A tiny-volume supercar maker from a tiny town in northern Italia is the most powerful brand in the world, according to new research.
Yes, Ferrari has been announced World’s Most Powerful Brand name for that second year operating by London-based authorities Brand Finance. Maranello’s finest was the only car company to achieve an ‘AAA+’ in the study, which takes into account consumer 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 that sold fewer cars inside 2013 than 2012, yet 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 simply under seven thousand cars in 2013, down several per cent on this year, but the company noted a net profit associated with just over £200m, upward five per cent.
Within total, Ferrari’s total income rose to £1. 89bn last year, boosted by simply an increase in profits from ‘brand related activities’. Yep, that’s the style 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 are the biggest Ferrari fans in Europe, buying 677 cars last yr. But just 205 Ferraris were sold in Malta.
Even so, Ferrari’s looking in rude shape. Which often is very good news for just about all those of us that like our supercars red-colored, shiny and extremely, very quickly.
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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