BMW reclaims title as world’s most valuable car brand in 2012
BMW’s brand value rose 10 percent to $24.62 billion in 2012, overtaking Toyota after a year in second place, according to Millward Brown’s annual BrandZ ranking.
BMW has regained its position as the world’s most valuable car brand in 2012, according to the annual BrandZ Top 100 report produced by Millward Brown for WPP. The German manufacturer’s brand value rose by 10 percent over the previous year, reaching $24.62 billion. This growth saw BMW overtake Toyota, which had held the top automotive spot in 2011.
Toyota’s brand value dropped by 10 percent to $21.78 billion, placing it second among carmakers in the BrandZ ranking. The Japanese manufacturer had reclaimed much of the consumer trust lost after its high-profile recall issues in 2010, but the latest figures show BMW’s momentum in the premium segment has given it the edge for 2012.
BrandZ ranking methodology and context
The BrandZ Top 100 is an annual study that estimates the financial value of brands worldwide, combining consumer research with analysis of companies’ financial performance. In 2012, technology and telecom companies dominated the overall ranking, with Apple, IBM and Google taking the top three spots globally. BMW was the highest-placed automotive brand, though it did not enter the overall top ten.
What drove BMW’s rise in brand value?
BMW’s return to the top of the automotive brand rankings follows a period of strong product launches and continued investment in technology and design. The company expanded its model range in 2012, including the launch of new generations of the 3 Series and 6 Series, as well as performance and luxury models that reinforced its reputation for engineering and driving dynamics. For more on BMW’s 2012 model launches, seeBMW unveils 2012 3 Series with new engines and more space.
The BrandZ report also suggested that the broad adoption of advanced technology and design features across the industry has made traditional luxury differentiators less exclusive. Despite this, BMW’s focus on performance, brand image and global expansion helped it stand out in a competitive market.
Toyota’s position and industry trends
Toyota’s 10 percent brand value decline followed a year of recovery from the recall crisis and natural disasters that disrupted its supply chain. The company continued to perform strongly in dependability studies and remained a volume leader, but the shift in brand value reflects the challenges of maintaining premium perception during periods of crisis and increased competition.
Across the wider BrandZ Top 100, car brands faced pressure from technology companies that now account for seven of the top ten global brands. The automotive sector’s share of the overall brand value pie has narrowed as consumer attention and spending have increasingly shifted to digital and mobile sectors.
Full automotive brand rankings for 2012
| Rank | Brand | Brand Value (USD billions) | Change from 2011 |
|---|---|---|---|
| 1 | BMW | 24.62 | +10% |
| 2 | Toyota | 21.78 | -10% |
