Toyota tops 2015 global automotive brand value rankings
Toyota retained its position as the world’s most valuable automotive brand in 2015, despite a slight decline linked to ongoing airbag recall issues.
Toyota held on to its title as the world’s most valuable automotive brand in 2015, according to the BrandZ Top 100 Most Valuable Global Brands study. The Japanese manufacturer’s brand value was assessed at $28.9 billion, keeping it ahead of BMW and Mercedes-Benz, despite a 2 percent year-on-year decline.
The slight drop in Toyota’s brand value was attributed to its association with the Takata airbag recall, which involved Toyota and ten other carmakers. The recall, one of the largest in automotive history, affected millions of vehicles worldwide and has put pressure on several manufacturers’ reputations. Despite this, Toyota’s overall brand trust and customer loyalty proved resilient. Market researchers pointed to Toyota’s reputation for quality and value as key factors in maintaining its top position.
BMW remained in second place, with its brand value rising 2 percent to $26.4 billion. The German marque’s continued investment in its “i” sub-brand, including the i3 electric city car and i8 plug-in hybrid, contributed to its performance. Mercedes-Benz followed in third, up 1 percent to $21.8 billion. Both BMW and Mercedes-Benz have consistently held strong positions in the global rankings, reflecting the strength of German premium brands in the market.
Audi posts fastest brand value growth
Audi recorded the fastest brand value growth among the major automotive names in the 2015 BrandZ study. The Ingolstadt-based manufacturer climbed to seventh place, overtaking parent company Volkswagen AG after a 43 percent jump in brand value. Audi’s rise was attributed to expanding global sales and a strong product push, particularly in the premium segment.
Honda was the only other carmaker in the top ten to see a decrease in brand value, with a 5 percent drop to $13.3 billion, also linked to the Takata airbag recalls. Other brands in the top ten either maintained or improved their positions, with the premium segment showing particular resilience.
