Last month Ferrari beat Apple and Google to become the world’s most powerful brand, according to the British research firm,Brand Finance, which analyzed more than revenue when making its determination. The powerful Italian luxury car manufacturer confirms it will unveil its new flagship car—name unknown—at the International Geneva Motor Show, tomorrow.
Following in the line of the F40 (for the 40 year anniversary) F50 (for the 50 year anniversary), the Enzo (after Enzo Ferrari, for the 60 year anniversary), the car is tentatively being referred to as the F70, and a “special series car,” though the name hasn’t officially been made public.
So how did Ferrari, a company with $3.6 billion in revenue beat Apple with its $87.3 billion revenue, and Google with its $52.1 billion revenue?
“One of the key drivers of brand value is revenue, which, as an exclusive luxury brand, Ferrari cannot compete on compared to huge multinationals,” wrote Viknesh Vijayenthiran, of Motor Authority. “However, when you factor in other important financial metrics such as net margins, average revenue per customer, marketing and advertising spend, along with qualitative measures such as brand affection and loyalty, the Prancing Horse comes out on top.”
La Ferrari abbassa di oltre 5 secondi il giro record di Fiorano rispetto alla Enzo, un risultato che sottolinea come sia ampio il salto generazionale tra le due vetture