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Ferrari, Building The Dream Car

© Luca Locatelli

An Exclusive Journey inside Ferrari, the strongest brand in the world, which is probably the latest case of Made in Italy that is going to disappear.

The strongest brand in the world is Ferrari. To say this is not only the millions of fans in the world and the customers who, year after year, continue to buy cars produced in Maranello but Brand Finance in the annual ranking compiled by one of the world's leading companies in the evaluation trademarks.
The top five of 2013 sees the Ferrari stand out in front of brands such as Google, Coca-Cola, Hermes and PwC in a ranking that includes the first five names of the best-known companies in the world. Although the size of the company from Maranello - says Brand Finance - may not be comparable in terms of revenues in absolute terms with those of multinational brands, the ranking is drawn up taking into account other quantitative criteria such as net margin, the average revenue per customer , spending on marketing and advertising but also qualitative parameters such as sympathy aroused and brand loyalty.

The former president Luca Di Montezemolo resign on 10 September 2014 after 23 years of awful Ferrari’s history. Montezemolo has grown Ferrari revenues tenfold since his arrival, allowed the company's engineers the freedom to innovate, more often than not to spectacular effect, and, in terms of the profit-to-turnover ratio, Ferrari ploughs an enormous sum into its R & D. Its cars have never been better, more desired or more difficult to get hold of, and Montezemolo wants to keep it that way. In 2012 Ferrari get the record of ever, the best year in 66 years of history. With 7.318 cars (+4.5% on 2011) and 2,433 billion of Euro (+8%)
But, as Fiat-Chrysler Automobiles prepares for its flotation on the New York Stock Exchange, due to happen next month, Marchionne's aspirations are different. He, too, is a remarkable manager, and he's done seemingly impossible things with Fiat and Chrysler. Unlike Montezemolo, however, he wants to leverage the power of the Ferrari brand to the greater good of the Group. Less than 7000 cars per year may not be enough, irrespective of the margins or profits.

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