Toyota Takes Back ‘Most Valuable Brand’ Title

CarAdvice.com - May 24, 2013

Accord­ing to the annu­al BrandZ Top 100 glob­al sur­vey, put togeth­er by mar­ket research firm Mill­ward Brown, Toy­ota has come out on top of BMW as the most valu­able auto­mo­tive brand.

Though dif­fi­cult to deter­mine, find out what researchers uncov­ered.

Toy­ota has over­tak­en BMW to become the most valu­able auto­mo­tive brand, accord­ing to an annu­al rank­ing of the world’s top com­pa­nies.

The Japan­ese man­u­fac­tur­ing giant ranked 23rd in the 2013 BrandZ Top 100 Most Valu­able Glob­al Brands study released by research group Mill­ward Brown, pip­ping its Ger­man rival by just one place.

Toyota’s brand val­ue increased 12 per cent from the pre­vi­ous year to US$24.497 bil­lion ($24.99 bil­lion), help­ing it rise five posi­tions, while BMW, down two per cent to US$24.015 bil­lion ($24.50 bil­lion), slipped one spot from 2012.

The study attrib­uted some of Toyota’s rise to its reha­bil­i­tat­ed rep­u­ta­tion fol­low­ing reli­a­bil­i­ty con­cerns stem­ming from mul­ti-mil­lion-vehi­cle recalls ear­li­er in the decade, and sug­gest­ed BMW’s earn­ings had been impact­ed by the Euro­pean slow­down.

Japan­ese and Ger­man brands dom­i­nat­ed the auto­mo­tive mar­ques, with Mer­cedes-Benz (43), Hon­da (71), Nis­san (86) and Volk­swa­gen (100) all rank­ing inside the over­all top 100, and Audi and Lexus rank­ing inside the indus­try top 10.

While Audi’s val­ue increased more than any oth­er car mak­er, up 18 per cent in 2013 to US$5.545 bil­lion ($5.65 bil­lion), Detroit-based Ford and South Korea’s Hyundai ranked sev­enth and ninth respec­tive­ly.

Apple dom­i­nat­ed at the top of the charts with a 2013 brand val­ue of US$185.071 bil­lion ($188.77 bil­lion), lead­ing Google – US$113.669 bil­lion ($115.79 bil­lion) – which leapfrogged IBM – US$112,536 bil­lion ($114.79 bil­lion) – into sec­ond posi­tion over­all.

Top 10 auto­mo­tive brands

  1. Toy­ota – US$24.497 bil­lion
  2. BMW – US$24.015 bil­lion
  3. Mer­cedes-Benz – US$17.952 bil­lion
  4. Hon­da – US$12.401 bil­lion
  5. Nis­san – US$10.186 bil­lion
  6. Volk­swa­gen – US$8.790 bil­lion
  7. Ford – US$7.556 bil­lion
  8. Audi – US$5.545 bil­lion
  9. Hyundai – US$4.000 bil­lion
  10. Lexus – US$3.472 bil­lion
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