Team Ferrari
Posted on February 18, 2013
Darren Heath

It’s been quite a day for Ferrari; first it was named as the world’s most powerful brand in a report by industry experts Brand Finance, then it announced the best sales figures in 66 years of trading, despite a savage downturn in sales in its home country Italy.

Global sales for 2012 topped €2.4 billion, a rise of 8% on 2011 values and the company sold 7,318 cars, and increase of 4%. Net profits rose by 17.8% to €244 million.

Although Italy sales were down over 40%, the company enjoyed record sales in USA, China, Germany and Great Britain, where they sold 673 cars, an increase of 20% on 2011 sales. Sales in the USA, which has always been Ferrari’s leading market, topped 2,000 for the first time. China moved into second place, while Germany remains the leading European market.

The company also noted e commerce sales of €7 million, while reaching over 10 million fans on Facebook.

As with last year’s figures, the company’s performance is particularly notable during a time of continuing recession, especially in Europe. Ferrari has taken the opportunity to invest heavily in its production and racing facilities, with a new F1 base in Maranello due to begin construction shortly.


As for the brand recognition, Ferrari took the number one spot of the top five most powerful brands in 2013 ahead of Google and Coca-Cola. The metrics were things like net margins, average revenue per customer, and advertising and marketing spend, as well as qualitative parameters, such as brand affection and loyalty.

Ferrari celebrates record year and is voted world’s most powerful brand
18 Responses

  1.   1. Posted By: hero_was_senna
        Date: February 19th, 2013 @ 10:51 am 

    Forza Ferrari

    [Reply]

    Tomby Reply:

    +1

    [Reply]


  2.   2. Posted By: Bru72
        Date: February 19th, 2013 @ 12:54 pm 

    Good stuff! Well doe Ferrari!

    [Reply]

    CTP Reply:

    Oh deer

    [Reply]


  3.   3. Posted By: Bru72
        Date: February 19th, 2013 @ 12:55 pm 

    Good stuff! Well done Ferrari!

    [Reply]


  4.   4. Posted By: Brent
        Date: February 19th, 2013 @ 2:00 pm 

    The increase in sales could just be lottery winners.

    [Reply]

    Random 79 Reply:

    True, but they could have gone and bought a Lambo, so it still counts :)

    [Reply]


  5.   5. Posted By: W Johnson
        Date: February 19th, 2013 @ 2:05 pm 

    This news broke on the same day that it was mentioned in the news that all but the four top F1 teams are in survival mode. One could say thank you to Ferrari and Redbull for this current mess as they did a dirty on FOTA the minute Bernie Ecclestone started waving his cheque book.

    F1 may be just a play arena for Ferrari but too much money is draining out of F1 (to the shareholders), certainly away from the lesser teams. It’s a no brainer that most teams are are in a situation where they need to pick drivers with financial sponsors.

    [Reply]

    Tony Reply:

    Didn’t Ferrari leave because Red Bull weren’t playing nice.

    [Reply]

    W Johnson Reply:

    Some would like to think so but more than a coincidence don’t you think that both teams were reported in the press to have agreed a deal with Bernie….so leaving FOTA was the prelude to this.

    [Reply]

    CF Reply:

    Exactly.

    [Reply]


  6.   6. Posted By: Paul Mc
        Date: February 19th, 2013 @ 3:15 pm 

    I wonder how that €7 million of E-commerce stacks up with other teams. As a customer im constantly being bombarded with discount codes to use on their online store. That tactic must be working!

    [Reply]


  7.   7. Posted By: Kevin
        Date: February 19th, 2013 @ 10:39 pm 

    Do Ferrari still get money from Marlboro?

    [Reply]

    Kay Reply:

    Yes.

    Their annual Wrooooom event is sponsored by Marlboro as well.

    [Reply]


  8.   8. Posted By: 5reasonreviews.com
        Date: February 19th, 2013 @ 11:51 pm 

    Makes sense in some respects – Ferrari does have a religious like following similar to Apple etc.

    But in saying that, Power is a very subjective measure. Seems to me a bit like a publicity stunt for the research report.

    I note that the report looked at Brand Value. Apple was valued over $130 billion, Ferrari was under $10 billion

    [Reply]


  9.   9. Posted By: Craig in Manila
        Date: February 20th, 2013 @ 3:25 am 

    Anyone know what “Most Powerful” brand actually means ?

    According to Brand Finance (whoever they are), Apple are “Most Valueable Brand” and Ferrari are “Most Powerful”.

    I can sorta understand “Valueable” but “Powerful” I don’t get.

    Looking at the number of times that “Shell” (or their logo) appears on this page, I’m surprised that they didn’t get a mention too !

    [Reply]


  10.   10. Posted By: Scott D
        Date: February 20th, 2013 @ 2:15 pm 

    Just to add that, presumably, the loss if sales in Italy is down to the recently introduced and punitive new car tax laws (basically a horsepower tax).

    [Reply]

    Bru72 Reply:

    Bicycle sales beat car sales in Itay last year. The first time this has happened since the second world war. This is mainly due to the Italians being frugal in the current economic climate.

    [Reply]

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