Ferrari Has Been Adjudged The World’s Most Powerful Brand - Overdrive
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Ferrari has been adjudged the world's most powerful brand

17 Mar 2014 / 0

Ferrari has been rated as the ‘World’s most powerful brand’ for the second year running by London based firm Brand Finance.

Ferrari was awarded a ‘AAA+’ rating, ahead of brands like BMW, Porsche, Toyota, Mercedes and Volkswagen. BMW and Porsche were slightly behind with a ‘AAA’ rating. The judgment was passed after considering factors like customer loyalty, investment and many other parameters.

This rating is an icing on the cake for Ferrari which has also announced that it had sold fewer cars in 2013 compared to 2012; now here’s the paradox- they made more money in 2013! How did they achieve that? It was part of their limited supply strategy which ‘maintains a high level of exclusivity and increase the car’s value over time’. This strategy seems to have worked for them as Ferrari posted revenues of 2.3 billion Euros. An increase of 5 per cent over the previous year with just 6,922 cars delivered in 2013, a decline of 5.4 per cent over 2012. Ferrari also said that it had seen record deliveries to US and UK along with good sales in China and Japan.

Ferrari-458-Speciale-1

Ferrari 458 Speciale

Ferrari chairman, Luca di Montezemolo, said, “This is a very important result that comes as a direct consequence of the huge effort made by everyone. We have also taken important strategic decisions relating to brand which will make an ever increasing contribution to the success of the company. A great source of satisfaction to us all is that we have been named the world’s Most Powerful Brand once again: confirmation we have succeeded in enhancing the value of this incredible brand.”

Ferrari posting record profits

2013 RESULTS RESULTS: RECORD PROFITS RECORD PROFITS,,, REVENUES AND REVENUES AND REVENUES AND NET FINANCIAL POSITI NET FINANCIAL POSITI NET FINANCIAL POSITION WITH

FEWER CARS

REVENUES: 2.3.. BILLION EURO BILLION EURO (+ 5%)

TRADING PROFIT: 363.5 MILLION EURO MILLION EURO (+ 8.3%).

NET PROFIT: 246 MILLION EURO MILLION EURO (+5.4%) (+5.4%)

INDUSTRIAL NET CASH POSITION NDUSTRIAL NET CASH POSITION: 1.36 BILLION EURO BILLION EURO,,, THE BEST THE BEST THE BEST EVER

HOMOLOGATED CARS DELIVERED TO DEALERSHIPS OMOLOGATED CARS DELIVERED TO DEALERSHIPS: 6,922 (----5.4%)..

RECORD DELIVERIES TO US AND UK, GOOD PERFORMANCE IN GOOD PERFORMANCE IN CHINA AND JAPAN

RECORD RESULTS FOR BRAND---RELATED ACTIVITIES WITH REVENUES UP TO RELATED ACTIVITIES WITH REVENUES UP TO 54

MILLION EUROS (+3,6%) (+3,6%)

BRAND FINANCE CONFIRMS FERRARI REMAINS WORLD ERRARI REMAINS WORLD’’’S MOST POWERFUL BRAND



Maranello, 18th February 2014 – Another extraordinary year for Ferrari. After

2012, its best ever year, the company decided to reduce the number of cars sold

to maintain a high level of exclusivity and increasing their value over the time,

improving results. The concept worked: there were reduced sales in 2013, but

record turnover, profits and finances. This fact was highlighted during the

meeting of the Ferrari Board of Directors held today in Maranello under the

chairmanship of Luca di Montezemolo to examine the end-of-year financial

results.

While the number of homologated cars delivered homologated cars delivered homologated cars delivered to the network dropped to

6,922 cars (-5.4 per cent) in 2013, revenues revenues revenues rose by 5 per cent, eventually

reaching an unprecedented 2.3 billion Euro.

End-of-year trading profits trading profits trading profits reached a record 363.5 million euro (+8.3 per

cent). Ferrari also delivered net profits net profits net profits in excess of 246 million euro (+5.4 per

cent).

RoS (Return on Sales) leapt to 15.6 per cent, on a RoS par with the very best-
performing companies in the luxury sector.

The finishing touch to this very positive scenario comes from the significant

investments made by Ferrari over the last 12 months investments , which, including

Research and Development, reached an overall figure of 337 million euro (up

from 324 million in 2012), almost 15 per cent of revenues. These investments

were completely self-financed thanks in great part to the fact that the

Ferrari spa






company’s excellent cash flow has been on the increase for some time now,

jumping again in 2013 and resulting in a net financ net financial position net financial position of 1.36 billion ial position

euro, the best ever in Ferrari’s history.

“This is a very important result that comes as a direct consequence of the huge

effort made by everyone. We wanted to maintain a high level of exclusivity,

designing amazing products such as the LaFerrari, the 458 Speciale and the just

launched California T, the result of significant investment in product and

technological innovation.” Said President Luca di Montezemolo. “ We have also

taken important strategic decisions relating to Brand which will make an ever

increasing contribution to the success of the company. A great source of

satisfaction to us all is that we have been named the world’s Most Powerful

Brand once again: confirmation we have succeeded in enhancing the value of

this incredible brand.”

Today, 100 per cent of the cars are personalised, with the Tailor Made

programme gaining in strength. The Classic Department is constantly increasing

its activity and profitability.

The strategy regarding deliveries to the dealership network announced in the

course of the year involved a planned overall reduction in volumes, but paying

attention to those markets experiencing very strong demand to avoid excessively

long waiting lists.

One example of this is the USA where there were a record 2,035 deliveries, an

increase of 9 per cent on the previous year.

The UK market grew slightly and, with 677 homologated cars delivered to the

network set a new record and became Europe’s leading market, overtaking

Germany, where deliveries stood at 652, a drop of a Germany round 100 over the

previous year.

Staying in Europe, sales in Italy were down once again, confirming the trend

over recent years. Italy has become a marginal market for the luxury car sector:

with 205 orders it now represents less than 3 per cent of Ferrari’s global sales.

In Greater China Greater China Greater China (People’s Republic of China, Hong Kong and Taiwan) sales to

end clients were good, standing at 700, allowing it to retain its position as the

second largest market worldwide. Deliveries to the dealership network were

down by around a quarter. However, this was a by-product not of the market

situation but Ferrari’s decision to contain stock numbers.

The positive trend continues in the Middle East and Middle East and Africa Middle East and Africa with an increase of Africa

8 per cent bringing to 599 the number of homologated cars delivered to the

network.

































In the Far East, Far East, Far East, Japan performed exceptionally well once again in 2013, ending

the year on 380 cars, a leap of over 20 per cent.

Brand----related businesses (Retail, Licensing an related businesses (Retail, Licensing an related businesses (Retail, Licensing and E ----commerce) commerce) commerce) also yielded

very good results and from this year onwards will be managed by a separate

company, 100 per cent owned by Ferrari and based in Maranello. Overall,

operating margin in that area was up by 3.6 per cent to 54 million euro.

Direct retail Direct retail activities grew by 19.3 per cent on a like-for-like basis, and by 30

per cent as a result of new openings. Part of this good performance, of course,

was because of the new in-store décor concept, which will be extended to

upcoming projects, and to the launch of new categories of merchandise.

Licensing maintains its positive impetus too, thank Licensing s to new licencing deals and

the brilliant performance of our main and strategic partners, such as Puma,

Hublot, Movado and Microsoft.

With regard to e-commerce, growth targets set were met, recording revenues in

excess of 8.4 million euros in 2013.

Ferrari also enjoys an excellent online and social network presence. The official

Ferrari website attracted over 40 million visitors while the brand is one of the

leading lights of the global social media scene with 12.5 million fans on

Facebook, up 25 per cent from 2012.

On the Formula 1 sponsorship front, Ferrari signed two major deals, one with

leading logistics expert, UPS and the second with eyewear company Oakley.

Aside from its logo appearing on the Scuderia drivers’ helmets, the latter will

also develop a new range of eyewear. Several sponsorship contracts were

renewed in 2013, most specifically with Weichai Power, which is part of the

Weichai Group, one of China’s leading industrial corporations.

In the meantime, leading London-based brand valuation experts, Brand

Finance, have named Ferrari the world’s Most Powerful Brand for the second

consecutive year, awarding it an AAA+ rating that puts it ahead of highly-
respected and established multinational consumer companies. The brand rating

not only takes into account financial metrics, such as average revenue per

customer and investment, but also a complex array of other parameters,

including brand affection and loyalty, client management and human resources.

Lastly, it also gives us great pleasure to announce that today, on the anniversary

of the birth of Enzo Ferrari, the company embraces a new challenge by taking

over the management of the Museo Casa Natale Enzo Ferrari in Modena.

Located in the heart of the city, the museum will complement the activities of

the Ferrari Museum in Maranello which attracted a record 320,000 visitors in

2013, making it one of Italy’s most popular museums.


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