Mercedes-Benz is the world’s most valuable car brand, Ferrari the strongest brand – Brand Finance report

Mercedes-Benz is the world’s most valuable car brand, Ferrari the strongest brand – Brand Finance report

In its latest annual report, Brand Finance has named Mercedes-Benz as the world’s most valuable brand while Ferrari was recognised as the strongest automotive brand. The report differs from the one published by Interbrand, which also publishes its own brand valuation list.

On the top 10 most valuable brands list, Mercedes-Benz took the top spot following a 24% year-on-year growth to US$43.9 billion. This is largely thanks to an increase in in forecast revenue as car sales increased by 9.9% to 2.3 million vehicles. It is also a big jump for the brand with the three-pointed star, as it was third in last year’s rankings.

Coming in second was last year’s number one, Toyota, with US$43.7 billion (-6%) followed by BMW in third with US$41.8 billion (+6%), Volkswagen retaining its fourth spot with US$33.7 billion (+35%) and Honda with US$22.1 billion (+4%).

In the lower part of the list, we find Nissan in sixth with US$19.4 billion (-22%), Porsche with US$19.1 billion (+54%), Ford with US$17.3 billion (-23%), Audi with US$15 billion (+19%) and finally, Chevrolet with US$12.8 billion (+11%). Brands that didn’t make the top ten list include Tesla, although Elon Musk’s company did see a 106% year-on-year growth to US$5.7 billion for the 19th spot.

Mercedes-Benz is the world’s most valuable car brand, Ferrari the strongest brand – Brand Finance report

To calculate brand values, Brand Finance uses the Royalty Relief approach, a brand valuation method compliant with the industry standards set in ISO 10668. The method involves “estimating the likely future revenues that are attributable to a brand by calculating a royalty rate that would be charged for its use, to arrive at a ‘brand value’ understood as a net economic benefit that a licensor would achieve by licensing the brand in the open market.”

This involves calculating a brand’s strength using a balanced scorecard of metrics that assesses marketing investment, stakeholder equity and business performance – expressed as a Brand Strength Index (BSI) score on a scale of 0 to 100.

Next, the royalty range is determined based on the importance of brand when it comes to purchasing decisions. This is then used to calculate the royalty rate together with the BSI. After that, brand-specific revenues and forecast revenues are determined, before the royalty rate is applied. The tabulated brand revenues are then discounted post-tax to a net present value which equals the brand value.

Click to enlarge

Focusing specifically on the BSI, Ferrari obtained the highest score with 91.5, followed by Porsche (87.3), Jaguar (86.9), BMW (85.6), Aston Martin (85.3), Volkswagen (85.2), Seat (84.1), Bentley (83.3), Toyota (82.9) and Renault (82.8).

In the same report, Brand Finance also prepared a list for the top 10 most valuable automotive portfolios, which looks at automotive groups as a whole. The Volkswagen Group retained its top spot here with a brand value of US$75.6 billion (+4%), while Daimler took the second spot with US$54.7 billion (+20%). BMW, Honda and Fiat Chrysler Automobiles all saw gains of between 1 and 15%, while China’s SAIC joins the top 10 list for the first time.

Decliners include Toyota in third with US$52.8 billion (-11%), Renault-Nissan-Mitsubishi Alliance in seventh with US$20.9 billion (-19%), General Motors in eighth with US$19.9 billion (-30%) and Ford in ninth with US$19.3 billion (-21%).

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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

  • Curry Powder on Mar 12, 2018 at 5:11 pm

    their list is incomplete. they may have forgotten Proton.

    Like or Dislike: Thumb up 13 Thumb down 16
    • Mesidis, Geely, P1, VolvoCar, VolvoTruck, Lotus > all

      Like or Dislike: Thumb up 13 Thumb down 6
      • Volvo rank 25 on Mar 12, 2018 at 9:46 pm

        Brand value tell how good the brand is. Bravo merz, bmw, audi.

        Like or Dislike: Thumb up 9 Thumb down 1
      • Muhd Azman on Mar 13, 2018 at 6:30 am

        Geely is merely a shareholder. P1 will never get technology nor quality or ride handling from Merc. Do dream on

        Like or Dislike: Thumb up 1 Thumb down 4
    • Nameless on Mar 12, 2018 at 7:10 pm

      Not only that, Perodua is curiously not in the list too. By virtue of Perodua using Toyota engines, it should be at least the same rank as Toyota right? That’s what the P2 salesman with many names would like us to believe.

      Like or Dislike: Thumb up 14 Thumb down 6
      • Yes, P2 is sharing some DNA as Toyota. P2 factory is building some Toyota cars.

        What about Proton? Proton have anything in common with Mercedes? hahahah ….

        Like or Dislike: Thumb up 0 Thumb down 5
      • Perodua No Value Brand on Mar 14, 2018 at 5:02 pm

        Perodua is not sharing with toyota but Daihatsu.

        Daihatsu is mentioned but not Perodua .

        Perodua is a rebadged , modified , restyle to suit only malaysia taste only whereby majorities of buyers around the world does not like the name Perodua , styling, engineering , lack safety at all . So it never made it into most valuable .

        Furthermore heard people translating the meaning of Perodua name is interpreted like a body split into two separate pieces .

        Only people/buyers syiok sendiri sahaja will want to associate Perodua with Toyota and daihatsu which is not recognised in many eyes .

        Proton and Perodua are both the same category . As long anything is made in Malaysia , it is known to world as Barang Junk .

        Cos these manufacturers never employed or refused to employ talented world recognised engineers and designers to properly do the R&D . So to the world our designers and engineers graduate from local Unis or Colleges are all Junkers in the making always.

        our local white and blue collars lack competency and technical advancement except can copy , talk a lot of craps and eat nasi lemak very well.

        It seems that what people outside Malaysia think of Perodua vehicles.

        So Perodua is not on the list is not surprise and it will never be in the immediate future even though 65K of Junk MYVI had been booked.

        Like or Dislike: Thumb up 3 Thumb down 0
    • YB Albert on Mar 12, 2018 at 7:49 pm

      Curry powder
      Protong is the WORLD’S MOST FORGOTTEN ,FORSAKEN and UNDERPERFORMING BRAND.
      No one gives a damn,cos it is never profitable the last 20 years.
      Geely will become gila very soon cos of the immense amount of political/ngo interference.

      Like or Dislike: Thumb up 31 Thumb down 16
      • Comments like these are why paultan needs a better moderator. Just so tiring to read

        Like or Dislike: Thumb up 17 Thumb down 36
        • KL Has Fallen (2018) on Mar 12, 2018 at 11:56 pm

          Water issue is more critical than anything else.

          Like or Dislike: Thumb up 10 Thumb down 0
        • Muhd Azman on Mar 13, 2018 at 6:23 am

          The truth hurts. But better we face reality than lose billions every year

          Like or Dislike: Thumb up 1 Thumb down 1
        • Sorry I see no wrong in the comment, YB Albert just highlighting the true, and the true hurts.

          Like or Dislike: Thumb up 1 Thumb down 1
  • Jimmy on Mar 12, 2018 at 5:20 pm

    And the most respectable car for the most respectable rich man is Rolls Royce Phantom.

    Like or Dislike: Thumb up 3 Thumb down 10
  • Well done Mercedes-Benz!!! Please keep it up and produce more great products

    Like or Dislike: Thumb up 49 Thumb down 5
    • https://paultan.org/2017/09/26/interbrand-2017-best-global-brands-toyota-top/

      More reliable source.

      Like or Dislike: Thumb up 6 Thumb down 38
      • Be realistic, toyo can never be comparable with Merc in term of status, brand presence, respect etc…

        Like or Dislike: Thumb up 6 Thumb down 0
    • Not fake news ok on Mar 12, 2018 at 7:59 pm

      Produce more plastic toys u mean…benz is no more and aver the original gens it meant to be…now eveeyone can make a benz ie in china…its a shame really..no.more original hertigate…even german sherpherds are no longer german..wat a disgrace..

      Like or Dislike: Thumb up 2 Thumb down 26
      • Bro, u definitely needs to work harder…don’t give up yet, you may be able to afford one someday

        Like or Dislike: Thumb up 10 Thumb down 3
    • CarBuyer on Mar 12, 2018 at 10:47 pm

      Mercedes better limit the rebranding of thinly-disguised other manufacturers vehicles as their own if they want to retain their brand position.

      Like or Dislike: Thumb up 0 Thumb down 0
  • Congrat to Geely and Mercedes.

    Like or Dislike: Thumb up 23 Thumb down 16
    • DongQ on Mar 12, 2018 at 6:00 pm

      I dont see Geely there? Minority shareholding doesnt make it a Mercedes.

      Like or Dislike: Thumb up 20 Thumb down 12
      • tokmoh. on Mar 12, 2018 at 6:27 pm

        Geely is 18th.

        Like or Dislike: Thumb up 8 Thumb down 5
      • DongQ or LowIQ on Mar 12, 2018 at 6:59 pm

        Daimler raking in record profits, Geely gets to enjoy those sweet, sweet cash too. Because Geely is the biggest shareholder, in case you don’t know.

        Like or Dislike: Thumb up 6 Thumb down 5
      • Muhd Azman on Mar 13, 2018 at 6:27 am

        Geely need to recoup the billions they spent on their small percentage. Long time more before they make money on their investment

        Like or Dislike: Thumb up 0 Thumb down 1
      • Geely is the biggest share holder not minority share holder, wake up and smell the coffee.

        Like or Dislike: Thumb up 1 Thumb down 2
  • Ahmadjr on Mar 12, 2018 at 5:43 pm

    Geely-volvo-proton-lotus alliance?

    Like or Dislike: Thumb up 6 Thumb down 0
  • tokmoh. on Mar 12, 2018 at 5:47 pm

    Geely up to 18th, above Tesla. Well done, in under a decade of Volvo ownership, they are catching up fast, and will be even faster soon.

    Geely, Volvo, Polestar, Lotus, Mercedes, Proton > all

    Like or Dislike: Thumb up 14 Thumb down 6
  • MBM pls give us DAP+ and better spec

    Like or Dislike: Thumb up 0 Thumb down 0
  • turbochan on Mar 12, 2018 at 8:03 pm

    where is lamborghini ?

    Like or Dislike: Thumb up 2 Thumb down 4
  • VQ20DE on Mar 13, 2018 at 7:24 am

    Hooray or whatever. Why the W205 rear seats are so low? Trying to imitate sports car is it? Even a Proton Perdana V6 has better rear seats than your nearly RM300,000 metal.

    Like or Dislike: Thumb up 1 Thumb down 5
    • Its all about the 3 pointed star not rear seats. Want good seats? get a Vellfire Royal Lounge or Rolls-Royce.

      Like or Dislike: Thumb up 1 Thumb down 1
  • In Proton’s mind … when people think about Mercedes, people think about Proton. hahahha

    Like or Dislike: Thumb up 0 Thumb down 2
  • What? The “mighty” Geely is not in the list? hahahah

    Like or Dislike: Thumb up 1 Thumb down 2
  • 12yrsold on Mar 13, 2018 at 9:03 am

    VW as a group also sell Audi & Porsche. If U add all 3 ie VW+Audi+Porsche(33.7 + 15 + 19.1 = US67.8 billion).

    I did not include Bentley, Bugatti, Lamborghini, Skoda & Seat here bcos most basher are wearing blinkers when they are bashing. Cheers…

    Like or Dislike: Thumb up 0 Thumb down 3
  • Bernard on Mar 13, 2018 at 3:53 pm

    See how vw has bounced back ….spirit of a champion!

    Like or Dislike: Thumb up 4 Thumb down 4
 

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