Toyota top car brand
Global survey finds Toyota the world's most valuable automotive brand – againOne of the world's most comprehensive surveys of its type has revealed it's not Ferrari or Audi or Rolls-Royce that is the world's most valuable car brand.
It's Toyota... again.
Worth an estimated $US 28.9 billion, Toyota's brand value is higher than any other car maker's, with the company retaining its spot at the top of the automotive table, according to New York-based market research company Millward Brown's annual BrandZ Most Valuable Global Brands study.
The US firm describes Toyota as "the most appreciated automotive brand by consumers".
Two million customers across 30 countries were surveyed to find the world's most valuable brands, and in the automotive arena the top six were unchanged from 2014. That means Toyota reigned supreme, followed by BMW, Mercedes-Benz, Honda, Ford and Nissan.
Audi leapfrogged Volkswagen into seventh place, while VW dropped one spot down to eighth.
The big losers were Chevrolet and Hyundai, which both dropped out of the top 10, due to debutant brand Land Rover and Lexus joining the rarefied group in ninth and 10th respectively as both brands gain more global awareness. See below for the top 10 list.
The study methodology gauges consumer perception of a brand as "a key input in determining brand value because brands are a combination of business performance, product delivery, clarity of positioning, and leadership," reads the Millward Brown press statement.
"Modern societal trends" are impacting growth in the automotive sector, particularly as younger buyers or millennials "are less interested in car ownership", the survey notes.
While Toyota, BMW and Mercedes have the strongest brand presence in the automotive field, car companies are minnows compared to other global corporations, rating just 30th, 34th, and 43rd on the Top 100 Most Valuable Global Brands table.
The number one brand in 2015, deposing Google from the top spot, was Apple, with an estimated brand value of $246 billion. Technology companies dominated the top five with Google ($173 billion), Microsoft ($115 billion), IBM ($93 billion) and VISA ($91 billion) the heavy-hitters.
World's most valuable car brands
1. Toyota
2. BMW
3. Mercedes
4. Honda
5. Ford
6. Nissan
7. Audi
8. Volkswagen
9. Land Rover
10. Lexus
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