Toyota named world’s most valuable car brand again

Toyota named world’s most valuable car brand again

It’s that time again where a marketing firm issues its report on the most valuable brands in the world, and according to the 2019 BrandZ Top 100 Most Valuable Global Brands list, it’s Toyota that retains its position at the very top spot again (for the seventh consecutive year).

The Japanese carmaker had a brand value amounting to USD29.151 billion in 2019, although this represents a 3% decline from what was recorded in 2018. Similarly, Mercedes-Benz, which came in second place, saw a 9% dip in its brand value to USD23.355 billion.

Mercedes-Benz only had a slight advantage over BMW, as the Munich-based carmaker’s brand value stood at USD23.326 billion (-9% from 2018). Meanwhile, Honda (USD11.749 billion), Ford (USD11.211 billion) and Nissan (USD10,554) were in close proximity to occupy the fourth, fifth and sixth positions.

Toyota named world’s most valuable car brand again

Further down the list, we find Tesla in seventh (USD9.285 billion), followed by Audi (USD8.556 billion) and Volkswagen (USD6.707 billion). A new addition to the list is Porsche, which rounds up the top 10 with a brand value of USD5.817 billion. Overall, the brand value of the car category saw -7% year-on-year change, with a total brand value of USD139.7 billion.

Keep in mind that the top 10 list mentioned above is specific to the car category. However, when compared to other non-automotive brands on the complete 100-brand list, only Toyota, Mercedes-Benz and BMW were present.

Click to enlarge

The BrandZ valuation process involves calculating and combining two important elements, namely financial value and brand contribution. The former is determined by the proportion of the total dollar value of the parent company that can be attributed to the brand in question, considering both current and projected performance.

From there, brand contribution quantifies the quantifies the proportion of this financial value that is directly driven by a brand’s equity. This is the ability of the brand to deliver value to the company by enticing consumers to choose the brand over others or pay more for it, based purely on perception, without price promotions or prominent displays.

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Gerard Lye

Originating from the corporate world with a background in finance and economics, Gerard’s strong love for cars led him to take the plunge into the automotive media industry. It was only then did he realise that there are more things to a car than just horsepower count.

 

Comments

  • John Bodoh on Jun 12, 2019 at 5:43 pm

    Haha! John says Toyota is the worst, but Toyota still earns millions of sales and awards

    Like or Dislike: Thumb up 23 Thumb down 16
    • Wilson Bodoh on Jun 12, 2019 at 6:17 pm

      Same with this Mario guy who says Nissan is the worst, but Nissan are in Top 6 most valuable car brand

      Like or Dislike: Thumb up 16 Thumb down 12
      • Common Sense on Jun 12, 2019 at 7:46 pm

        Hello, Toyota costs more than Proton. People can only afford Proton cos their cars are cheaper

        Like or Dislike: Thumb up 1 Thumb down 4
      • Nissan Who (Wilson Khoo) on Jun 13, 2019 at 12:44 am

        Nissan is the best car brand in the world. They can make budget cars like Sylphy and also supercars like GTR

        Like or Dislike: Thumb up 1 Thumb down 4
      • ERROR: Sorry Wilson, you are voting too often. on Jun 13, 2019 at 12:45 am

        Proton is good, but Perodua is better. Perodua sells more cars than Proton

        Like or Dislike: Thumb up 1 Thumb down 4
    • Celup King on Jun 12, 2019 at 6:53 pm

      And yet Toyota didn’t win COTY awards in its own backyard. So shameful.

      Like or Dislike: Thumb up 12 Thumb down 7
      • Think again on Jun 13, 2019 at 12:48 am

        Nothing to be shameful about that. Which is more important: earning some award, tapi tarak dapat profits, or selling millions of cars around the globe and earning profits?? lolol

        Like or Dislike: Thumb up 5 Thumb down 4
        • Celup King on Jun 13, 2019 at 4:29 pm

          Selling to the lowest denominator can earn profits too which is what Toyota (& Perodua) aimed at, but only accolades showed the true value and appreciation by customers & auto industry. Toyota failed miserable in that regards, taking care of profits and not their customers’ interests.

          Like or Dislike: Thumb up 3 Thumb down 2
    • Local no ppl want that fancy award, that only syiok sendiri, the brand still cannot sell here.

      Like or Dislike: Thumb up 1 Thumb down 0
  • In terms of automotive involvement Ali Group tops all.

    Like or Dislike: Thumb up 7 Thumb down 0
  • Newme on Jun 12, 2019 at 7:13 pm

    Geely, mana Geely?

    Like or Dislike: Thumb up 6 Thumb down 5
  • timmy on Jun 12, 2019 at 9:21 pm

    Forget Toyota. LOL.
    Here in bolehland Honda is the real Number 1. Correct or not Paul Tan sir?

    Like or Dislike: Thumb up 1 Thumb down 2
  • Kia Salesperson (Yusof Muhammed) on Jun 13, 2019 at 1:38 am

    Kia is the best, Toyota design like for uncle

    Like or Dislike: Thumb up 0 Thumb down 3
  • Same L0rr on Jun 13, 2019 at 8:23 am

    As i said, toyota have good RV

    Like or Dislike: Thumb up 2 Thumb down 1
  • Mr. Octopus on Jun 13, 2019 at 9:23 am

    This list simply shows those companies who are the best at squeezing profits from their customers lol

    Like or Dislike: Thumb up 2 Thumb down 0
  • Vincent on Jun 13, 2019 at 11:55 am

    If we added Audi, VW and Porsche together, VW Group control the most valuable automotive brand! it is over 31 billions!

    Like or Dislike: Thumb up 4 Thumb down 0
 

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