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.