Ferrari Tops Global 500 Survey as World's Most Powerful Brand
Ferrari has been named the world’s most powerful brand in the 2013 Global 500 survey, surpassing much larger carmakers and global corporations.
Ferrari has been named the world’s most powerful brand by the Global 500 survey, beating out not only rivals in the car industry but also global giants such as Google, Coca-Cola and PwC. The 2013 results place Ferrari at the top of the list, despite the company’s relatively modest size and lower overall brand value compared to mass-market manufacturers.
The Global 500 survey, which analyses both financial and brand performance, considers factors such as profit margins, marketing investment, revenue per customer and brand loyalty. Ferrari’s position at the top reflects its ability to command strong margins and maintain high levels of affection and exclusivity among its customers, even though its total sales volume is far lower than that of Volkswagen, BMW or Audi.
From January to September 2012, Ferrari reported a net profit of £131.4 million, a 7.6% increase on the previous year. Turnover for the same period reached £1.52 billion. These figures underline the brand’s ability to extract value from a relatively small customer base, supported by a product line that remains tightly focused on high-performance sports cars and limited editions.
Ferrari’s brand strength compared to larger rivals
While the brand’s overall value is still smaller than that of mass-market automakers, Ferrari’s top ranking is attributed to its unrivalled loyalty and emotional pull. The survey’s methodology places a premium on customer attachment and the ability to generate consistent demand for high-priced products, areas where Ferrari excels. Larger brands such as Volkswagen and BMW may sell more vehicles, but they do not achieve the same level of exclusivity or price premium per unit.
Brand loyalty and the ability to maintain high margins have long been central to Ferrari’s strategy. The company’s approach of restricting production and focusing on bespoke, high-value models has allowed it to outperform far larger manufacturers in terms of brand perception and financial return per car.
What the ranking means for Ferrari and the sector
Ferrari’s placement at the top of the Global 500 survey highlights the value of exclusivity and emotional connection in the premium automotive sector. While the company’s sales figures are dwarfed by those of mainstream brands, its ability to sustain demand and profitability through careful brand management sets it apart. For other luxury carmakers, the result reinforces the importance of brand strength over sheer scale.
The brand’s continued presence among the world’s most powerful names also supports its wider activities, from licensing and merchandise to attractions such as Ferrari World Abu Dhabi. For more on Ferrari’s global reach, see Ferrari World Abu Dhabi Brings Maranello to the Middle East.
