Toyota has been named once again the world’s most valuable car brand in the latest study made by market researcher Millward Brown.
Toyota has always made great efforts to improve its image brand by constantly working on its customer relationship strategy, by heavily investing in new technologies and by focusing on reliability of its products. And this long-lasting plan proved to be a successful one so far, as the company is leading the sales charts since 2008, with 2011 being the only exception – the year when the Japanese earthquake and tsunami disrupted Toyota. Furthermore, Toyota has been named the world’s most valuable car brand in nine of the eleven years by the market researcher Millward Brown in its annual BrandZ Top 100 Most Valuable Global Brands study. And 2015 was no exception.
Toyota managed to increase its brand value by 2 percent to 29.5 billion dollars, staying in front of BMW (26.8 billion dollars, up 2 percent) and Mercedes-Benz (22.7 billion dollars, up 4 percent). “From the customer’s experience, Toyota is a highly valued brand that continues to innovate,” Peter Walshe, Global BrandZ director at Millward Brown, told Automotive News Europe. “That is its strength and why it continues to generate such high volumes.”
The researchers said that BMW benefited from the launch of its new 7 Series flagship that brought various new tech features, such as gesture control and semi-automated systems. Mercedes’ value increased at the highest rate of any auto brand in the top 10, thanks to its strong sales pace, especially in China. The electric car maker Tesla, with a brand value of 4.4 billion dollars, succeeded in entering the top 10 by pushing away Lexus.
Overall, the number 1 spot was regained by Google from Apple. Google’s brand value rose 32 percent to 229.2 billion dollars, while Apple lost 8 percent to 228.5 billion dollars.