Toyota Tops Interbrand’s 2012 Car Brand Rankings at $30.3bn
Interbrand’s 2012 Best Global Brands report puts Toyota 10th overall and ahead of all other carmakers, with Mercedes-Benz and BMW following closely behind.
Toyota has been named the world’s most valuable automotive brand in Interbrand’s 2012 Best Global Brands report, with a brand value of $30.3 billion. This figure marks a 9 percent increase on Toyota’s 2011 valuation and puts the Japanese manufacturer 10th among all global brands.
Mercedes-Benz and BMW occupy the next two automotive spots, ranked 11th and 12th overall. Mercedes-Benz’s position reflects steady growth, while BMW, which had previously led the car sector, now sits just behind its German rival. Honda is the fourth car brand on the list at 21st, but it is the only major automaker to lose ground, dropping two places and 11 percent in value to $17.3 billion after a difficult year.
Automotive brands in the global top 100
The 2012 Interbrand report includes twelve automotive brands in its global top 100, up from eleven in 2011. Kia enters the list for the first time, ranked 87th. Volkswagen, Ford, Hyundai, Audi, Porsche, Nissan, Harley-Davidson, and Ferrari also feature, with all but Honda either improving or retaining their position compared to the previous year.
- Toyota (10th, $30.3bn)
- Mercedes-Benz (11th)
- BMW (12th)
- Honda (21st, $17.3bn)
- Volkswagen (39th)
- Ford (45th)
- Hyundai (53rd)
- Audi (55th)
- Porsche (72nd)
- Nissan (73rd)
- Kia (87th)
- Harley-Davidson (96th)
- Ferrari (99th)
Interbrand’s methodology combines financial performance, the role of the brand in purchase decisions, and the brand’s strength in securing future earnings. The report notes Toyota’s rapid recovery following the 2011 earthquake and supply chain disruptions in Japan, as well as the impact of high-profile marketing campaigns such as the Prius C’s Game of Life-inspired promotion.
Toyota’s recovery and brand performance
Toyota’s climb to 10th overall reflects its ability to rebound after the natural disasters of 2011, which had disrupted production and affected global supply. The company’s focus on hybrid technology and strong marketing contributed to its resurgence. In contrast, Honda’s decline is attributed to similar supply chain challenges but with a slower recovery and less brand momentum over the year.
While Toyota leads among carmakers, it remains some way behind the world’s most valuable brand overall. Coca-Cola tops the 2012 list with a value of $77.8 billion. For the automotive sector, Toyota’s position at 10th overall sets a benchmark for rivals, with the next-closest brands, Mercedes-Benz and BMW, trailing by at least one place each.
