Today I want to talk to you about another car company with a record market value-Ferrari. At a time when the global auto industry has been hit hard by the epidemic, many super-running brands have laid off employees and their sales have fallen sharply. The market value of Ferrari has reached 30 billion US dollars, which not only exceeds the established auto companies such as General Motors and Ford Motor Company, but even surpasses its parent company Fiat Chrysler.
As a famous super-running brand, Ferrari has a long racing tradition, and its profit rate is quite high, reaching 24%. In 20 15, Fiat Chrysler decided to list Ferrari with a market value of only $9.8 billion. At the beginning of 20 16, Ferrari was officially split from fiat Chrysler. When Malchow Chow, the late chairman of Fiat Chrysler, decided to split Ferrari in 2065438+06, the outside world was not optimistic about the deal. At that time, the market value of Ferrari was 1 1 billion dollars. Many analysts predicted that the market value of Ferrari was not even 1 1 billion dollars, but at most, it was 5 billion dollars.
More than three years passed, and Malchow died of illness. However, the market value of Ferrari has not decreased as predicted by analysts, but has tripled. When the global economy is in turmoil, investors seem to find it a good choice to invest in luxury sports car brands.
And unlike other super-running brands, Ferrari's own value even exceeds its car products. There is a famous saying in Malchow that the value of Ferrari is largely supported by the brand itself, and the value of selling cars is only an accessory. In other words, it is also valuable for Ferrari brands not to sell cars.
Among many luxury car brands, Ferrari has the best sideline. We can see the Ferrari logo on many clothes and watches, and it even has its own theme park in Dubai. Of course, it is risky to authorize the brand LOGO to so many clothes or other goods. In case of any product quality problems, the Ferrari brand will be shamed.
Therefore, Ferrari is also very strict in choosing brand cooperation, generally only cooperating with high-end brands. For example, 20 19 Ferrari reached a cooperation with another famous Italian brand, giorgio armani. As Italian luxury brands, Armani and Ferrari share the same cultural genes, and their cooperation is a strong alliance, which can promote their respective business development.
It is precisely because Ferrari's sideline business is so prosperous that its diversified business enables it to better resist risks. When the sports car business declines due to economic impact, other businesses can make up for it, and it is not surprising that the market value has reached a new high.
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