Toyota has been named the most valuable automotive brand for the sixth consecutive year, increasing by five percent in brand value to nearly US$30 billion. According to the BrandZ Top 100 Most Valuable Global Brands study by market researcher Kantar Millward Brown, the achievement was thanks to strong demand for its SUVs in Europe and the US, and also because of Toyota’s consistency.
Kantar Millward Brown’s Global BrandZ director Peter Walsh told Automotive News Europe: “SUVs remain desirable products to those who put a high value on their safety and power. Overall, the Toyota brand is incredibly reliable and represents fantastic value and quality.” The Japanese carmaker has been numero uno in 11 of the 13 years the study has been carried out. When Toyota lost its coveted top spot in 2010 and 2012, it finished in second place.
Mercedes-Benz on the other hand, marginally overtook BMW to finish in second place for the first time in the study’s history. In terms of global vehicle sales, Mercedes-Benz sold more cars than BMW in 2016 and 2017, which helped increase its brand value by nine percent to US$25.7 billion.
The tri-star’s growth was attributed to its solid performance in China, Brazil and Russia. It’s also helped by the success of the new W213 E-Class (pictured above), said Walshe. Since 2006, Mercedes-Benz has finished either third or fourth in the study.
BMW however, grew four percent to US$25.6 billion. Walshe said the Munich automaker was slowed by its small decline of sales in US last year, but he said BMW remains a dominate player. “BMW is still an extremely well-performing brand. When it comes to brand health, it is at the top of the pile,” Walshe added.
Meanwhile, ailed US electric carmaker Tesla increased its brand value by a whopping 60% to US$9.4 billion, putting it within striking distance of Audi which has a brand value of US$9.6 billion. “People are excited about Tesla because it is not just a car brand, it’s a Mars explorer brand. This is tremendously attractive to consumers,” Walshe said. “Tesla stands for great promise, but is it going to have to deliver on this promise.”
Coming in 10th place in the auto brand category is Volkswagen, which makes its re-entry into the BrandZ study with a brand value of nearly US$6 billion. VW dropped out of the ranking in 2016 and 2017 due to the Dieselgate scandal. Though it cost the company billions, its customer base remained loyal.
“VW maintained its strength in terms of its brand recommendation and brand trust. Those haven’t been dented,” Walshe said. “Although customers hear about these negative things, it doesn’t stop them from buying. VW’s sales have shown this.” In 2017, the Wolfsburg giant produced over six million vehicles, which was a first for the company.
The top 10 automotive car brands are Toyota (US$29.99 billion), Mercedes-Benz (US$25.68 billion), BMW (US$25.62 billion, Ford (US$12.74 billion), Honda (US$12.70 billion), Nissan (US$11.43 billion), Audi (US$9.63 billion), Tesla (US$9.42 billion), Maruti Suzuki (US$6.38 billion) and Volkswagen (US$5.99 billion).
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Mesidis, P1, Geely, VolvoCar, VolvoTruck, Lotus > all
Ha ha ha ha I pity the person who comes here to condemn Toyota before. Now he is so quiet and silent. After losing badly, now second bad news….Toyota still No 1
Toyota overtook protong only abit.
Gotta remember that Proton is national car while Toyota is non-national car? Proton losing to Toyota? Malulah
Toyota malulah, if no commercial vehicles it will lost to P1
Toyota at least sales go up while Proton sales go down. Soon Toyota will overtake Proton in passenger vehicles. No worries. Then when Proton no more excuse will be very malu. Hahaha
Volvo and china car not in the list?
Still 3rd place in sales. Hahaha! I pity the fool.
Third is still better than 4th like Proton, right? I pity the fool who don’t know how to count.
Even Toyota making obsolete and dinosaur technology can be considered best value due to producing high volume .
So in the future ,when China can produces more volume than Toyota can immediately becomes number one top value brand too.
I am finding this sort of survey report quite mind boggling and absurd . Not realistic at all.!!!
I’m 1 yrold toyota vios owner,already third time masuk kilang…..in msia…i doubt
This type of yearly survey is a
sure
WASTE Of TIME , RESOURCES And MONEY.
Irrelevant nowadays and serve no purpose.
Better we ask what can these car companies can do to offer and contribute back to the existing mororists instead.
Correct! Survey is rigged meanwhile awards are offer with a price tag
Holy moly Tesla is just behind Audi by a small margin. Impressive
Not Proton meh?
You cannot be top when your type like to sleep and relax at work.
Only by working hard, one can go to the top
Car is valuable than life? Confirm airbags working?
Hahahahahah
U dun use car ar? Walk lah
As expected. TOYOTA most valuable car brand.
I thoght honda is the most valuable car brand in the world! damn… #MalaysiansKuatKelentong
In M’sia, I believe Honda is the MOST valuable but when comes to the world, Toyota is the most valuable car brand hands down.
Most customers will buy the same brand that they are using when they know/feel that it gives them value for $$$ or peace of mind & have good RV.
My favourite brand Honda is nowhere in this list. :(
If you take some time to actually read the article you’ll find Honda at fifth place. I wonder why….
Stupid singh. Go read.
Have eyes but can’t see.
How exactly did they calculate the brand “value”? Did they have access to company revenue or EBITA data? How many companies were analysed? Can the editors at Paultan.org shed some light?
Proton when?
Toyota is the worst brand, always empty spec with high price