Brand Finance study states, in fact, Ferrari may not be the most valuable brand in the world, with its "$3,6 billion value only," but it is the most powerful. According to Brand Finance, which is an independent asset valuation consultancy, specialized in Brand Evaluation, despite the Prancing Horse brand value is far from that of giants like Google ($52,1 billion), the Italian automaker can compete in terms of revenues.
In fact Brand Finance classification takes into consideration both: financial metrics, such as, net margins, average revenue per costumer, marketing and advertising spend, as well as, qualitative metrics, such as, brand affection, loyalty, emotional attachment.
Last year was the best in 66 for Ferrari: 7.318 cars sold ( 4,5% more than in 2011), a 2,43 billion euro revenue and a 244 billion euro net profit.
The excellent results in the retail, licensing and e-commerce sectors, which have recorded an operating margin increment by 40%, exceeding 50 billion euros, reflect Ferrari's brand's value.
Investments have increased too, last year the Italian automaker invested 324,3 billion euros, compared to the 280 billion euros of the previous year.
It is interesting to notice how in North America , more than 2000 cars were sold (+14,6%), 784 in Greater China ( Mainland China, Hong Kong, Macao, Taiwan), the Ferrari's second most important market (+4%,) 673 in Great Britain with an increment of 20,4%, 357 in Switzerland (+17,4%,) and 750 cars sold in Germany (+8,2%.)
A reverse trend in Italy, where with 318 cars sold only, a 46% decrease is reported.
" We are proud to close the books of the year with such remarkable results, above all in very difficult times, such as these we are facing in all countries and in particular in Italy" Ferrari chairman Luca di Montezemolo said.