Toyota Overtakes BMW as Most Valuable Global Car Brand (Updated)
05-22-12, 01:24 PM
#1
Toyota Overtakes BMW as Most Valuable Global Car Brand (Updated)
BMW named most valuable car brand
In the latest release of its BrandZ Top 100 Most Valuable Global Brands study, market researchers Milward Brown have given BMW the highest ranking of any carmaker, according to Automotive News. Toyota – last year's winner – finished second, followed by Mercedes-Benz, Honda and Nissan, according to the report.
BMW had last finished atop the rankings in 2010, according to the report, with Toyota taking the crown from 2006-2009. The highest-ranked American brand was Ford at seventh, trailing sixth-place Volkswagen. The top ten was filled out by Audi, Hyundai and Lexus. Toyota's drop was attributed to its production interruptions due to the natural disasters that affected all of the Japanese automakers last year, according to AN.
BMW's win among auto manufacturers was only enough to place it 23rd in the overall brand ranking, with an estimated brand value of $24.6 billion. Apple, the overall winner, according to the report, had a $182.9 billion valuation, ahead of IBM ($116 billion) and Google ($107.9 billion). Toyota's valuation was $21.8 billion, with Mercedes-Benz and Honda far behind at $16.1 billion and $12.7 billion respectively. No other carmaker had a valuation over $10 billion.
http://www.autoblog.com/2012/05/22/b...ble-car-brand/
05-22-12, 06:52 PM
#2
Lexus Fanatic
BMW named most valuable car brand
market researchers Milward Brown have given BMW the highest ranking of any carmaker,
BMW's win among auto manufacturers was only enough to place it 23rd in the overall brand ranking, with an estimated brand value of $24.6 billion. Apple, the overall winner, according to the report, had a $182.9 billion valuation, ahead of IBM ($116 billion) and Google ($107.9 billion). Toyota's valuation was $21.8 billion, with Mercedes-Benz and Honda far behind at $16.1 billion and $12.7 billion respectively. No other carmaker had a valuation over $10 billion.
Last edited by mmarshall; 05-22-12 at 06:55 PM.
05-23-12, 08:41 AM
#6
Lexus Test Driver
Is this the BMW group that also owns Mini and Rolls Royce? Or just the branded BMW vehicles? I always struggle with estimated values of companies in markets today. Especially when so many companies even nations have been so mis-managed.
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05-21-13, 04:15 AM
#8
Update
Toyota has overtaken BMW as the most valuable automotive brand, an annual ranking of the world's top brands shows.
The value of the Toyota, Mercedes-Benz, Audi and Hyundai brands improved by double-digit percentages compared with 2012, largely because of strong demand in China and the United States, according to the BrandZ Top 100 Most Valuable Global Brands study released by market research company Millward Brown today.
Toyota's 2013 brand value rose 12 percent to $24.5 billion largely because of its significant inroads in the hybrid market, according to the study.
"Toyota is carving out a very big position in hybrids across its range, which is tapping into the consumer need for value by saving fuel cost," Peter Walshe, Millward Brown global brand director, told Automotive News. "Its hybrids are reinforcing the experience of the brand, and in so doing, Toyota continues to magnify what is special and different about it."
Lack of launches
BMW's brand value dipped by 2 percent to $24 billion, according to the study, because of the German automaker's lack of new product launches compared with past years.
"The automotive brands that grew the most were the ones that launched the most models," Walshe said. "BMW remains a very powerful and distinctive brand."
BMW was the most valuable auto brand in the 2010 and 2012 rankings. Toyota held the top spot from 2006 until 2009 and again in 2011.
Among German premium brands, the value of the Mercedes-Benz brand increased 11 percent to $18 billion and Audi saw its brand value rise 18 percent to $5.5 billion largely because of strong demand in the United States and China for luxury cars, according to the study.
The rise in Chinese millionaires and a wealthier populace has continued to make China a key growth market for top global luxury brands such as Audi, BMW and Mercedes.
To maintain their spots in the annual ranking, the top 10 automotive brands need to keep aggressively pushing high-end features down into their mid- and entry-range models, Walshe said.
"Brands must continue to meet the expectations they raised in 2012 for improved quality and luxury features at all price points, helping them to attract younger customers and cultivate a future clientele," Walshe said.
Apple No. 1 overall
The 2013 Top 100 ranking is led by Apple, which has a brand value of $185.1 billion, up from $182.9 billion in 2012. It is the 3rd consecutive year Apple finished No. 1. Google, with a brand value of $113.7 billion, took the No. 2 spot from IBM, which now ranks 3rd and is valued at $112.5 billion.
Millward Brown measures brand equity based on interviews with more than 1 million consumers globally and an analysis of the financial and business performance of each company using data from Bloomberg and Datamonitor.
Worthy brands
World's most valuable car brands in $ billion; rank in top global 100; % value change from 2012
1. Toyota $24.5 -- (23) +12
2. BMW $24.0 -- (24) -2
3. Mercedes $18.0 -- (43) +11
4. Honda $12.4 -- (71) -2
5. Nissan $10.2 -- (86) +3
6. VW $8.8 -- 3 (100) +3
7. Ford $7.6 -- (*) +8
8. Audi $5.5 -- (*) +18
9. Hyundai $4.0 -- (*) +11
10. Lexus $3.5 -- (*) +2
(*) Did not rank in the top 100
Source: Millward Brown
World's most valuable car brands in $ billion; rank in top global 100; % value change from 2012
1. Toyota $24.5 -- (23) +12
2. BMW $24.0 -- (24) -2
3. Mercedes $18.0 -- (43) +11
4. Honda $12.4 -- (71) -2
5. Nissan $10.2 -- (86) +3
6. VW $8.8 -- 3 (100) +3
7. Ford $7.6 -- (*) +8
8. Audi $5.5 -- (*) +18
9. Hyundai $4.0 -- (*) +11
10. Lexus $3.5 -- (*) +2
(*) Did not rank in the top 100
Source: Millward Brown
05-21-13, 12:36 PM
#10
that little * denotes they didn't rank in the top 100So Ford, Audi, Hyundai, Lexus didn't make it
Worthy brands
World's most valuable car brands in $ billion; rank in top global 100; % value change from 2012
1. Toyota $24.5 -- (23) +12
2. BMW $24.0 -- (24) -2
3. Mercedes $18.0 -- (43) +11
4. Honda $12.4 -- (71) -2
5. Nissan $10.2 -- (86) +3
6. VW $8.8 -- 3 (100) +3
7. Ford $7.6 -- (*) +8
8. Audi $5.5 -- (*) +18
9. Hyundai $4.0 -- (*) +11
10. Lexus $3.5 -- (*) +2
(*) Did not rank in the top 100
Source: Millward Brown
World's most valuable car brands in $ billion; rank in top global 100; % value change from 2012
1. Toyota $24.5 -- (23) +12
2. BMW $24.0 -- (24) -2
3. Mercedes $18.0 -- (43) +11
4. Honda $12.4 -- (71) -2
5. Nissan $10.2 -- (86) +3
6. VW $8.8 -- 3 (100) +3
7. Ford $7.6 -- (*) +8
8. Audi $5.5 -- (*) +18
9. Hyundai $4.0 -- (*) +11
10. Lexus $3.5 -- (*) +2
(*) Did not rank in the top 100
Source: Millward Brown
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