Toyota keeps title of most valuable car brand image

A new study, conducted by market researcher Millward Brown, sees once more the Japanese company – the largest automaker in the world – as the car brand with the highest value, followed by the biggest player in the premium segment – BMW.

The one-two positions in the car sector from the 2014 BrandZ Top 100 Most Valuable Global Brands study are no surprise, but one such could be the fact that Ford bested the likes of Volkswagen and Nissan, jumping them in the top five situation.

“Toyota continues to be very clever about its brand and making it stand for quality and value, while it continues to have the green agenda going for it as the hybrid leader,” said Peter Walshe, Global BrandZ director at Millward Brown. “Its reputation certainly slipped during the 2009-10 recalls, but Toyota continues to recover massively from that,” he adds.

The Japanese automaker has been on the top spot for car brands in seven of the nine years the study was made, except for 2010 and 2012. BMW followed in second place with a 7% increase in value to $25.7 billion, while archrival Mercedes-Benz has placed third thanks to a $21.5 billion worth, growing 20% over the previous year. Fourth placed was Honda, with an increase of 14% in its value, to reach $14.1 billion. Ford came fifth with a huge growth in value over 2013, no less than 56% to reach $11.8 billion.

Via Automotive News Europe