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Forget Apple. Forget Google. Forget piffling Coca-Cola. A tiny-volume supercar maker from a tiny town in northern Malta is the most powerful brand on earth, according in order to new research.
Yes, Ferrari has been announced World’s Most Powerful Brand for that second year running by London-based specialists Brand Finance. Maranello’s finest had been the only car company to achieve an ‘AAA+’ in the study, which usually takes into account consumer loyalty, investment, and a new whole bunch of elements 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 it sold fewer cars in 2013 than 2012, but made more money. Nice trick.
Limiting supply was a deliberate strategy, said Ferrari, to ‘maintain a new high level of uniqueness and increase their [cars’] value over time’. Maranello delivered simply under seven thousand automobiles in 2013, down five per cent on 2012, but the company noted a net profit regarding just over £200m, upward five per cent.
In total, Ferrari’s total income rose to £1. 89bn last year, boosted by an increase in earnings from ‘brand related activities’. Yep, that’s the concept 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 would 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 seeking in rude shape. Which often is great news for all those of us that like our supercars red, shiny and extremely, very fast.
So tell us: if you were in charge of Ferrari’s newly-plumped coffers, what would certainly you spend the cash developing?
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