Toyota Surpasses BMW as the Most Valuable Global Auto Brand image

A new annual ranking shows that Toyota managed to surpass BMW and become the most valuable automaker.

This year so far, the value of Audi, Toyota, Mercedes-Benz and Hyundai have seen double-digit increases compared with last year, mainly due to increased demand in China and the US, according to the BrandZ Top 100 Most Valuable Global Brands study. This year, Toyota’s brand value was up 12% to $24.5 billion, mainly due to the new models introduced in the hybrid market.

“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.”

On the other side, BMW’s value dropped 2% to $24 billion, due to the automaker’s lack of new models introductions in the past years, compared with Toyota. While BMW got the first place in the 2010 and 2012 rankings, Toyota was the most valuable auto brand from 2006 to 2009 and in 2011.

“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.”

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

Source: Autonews