Brand Finance, the leading brand valuation and strategy consultancy firm, has released the list of the world’s top most valuable auto brands. With 23% year on year growth, Toyota remains the most valuable auto brand registering a total worth of US$46.3 billion. The second and third spots are grabbed by the German automajors – BMW and Mercedes-Benz with US$37.1 billion and US$35.5 billion respectively.
The fourth in the list of the top most valuable auto brand is again a German carmaker – Volkswagen. The company has experienced a 39% downfall due to emissions scandal. Similarly, Audi saw a drop of just 2% that too because of the strengthening dollar over the previous year. Interestingly, the carmaker’s brand value has been increased when measured in EUR. Lamborghini and Bentley are the two auto brands that enjoyed growth of 22% and 16% respectively. Read – Toyota Receives Eight ASEAN NCAP Safety & Tech Awards
While Ferrari remains the world’s most powerful car brand, Hyundai is the worst performer of the year. The brand value of the Italian sportscar manufacturer, Ferrari has been increased by 40% to US$6.15 billion. The company has achieved highest brand rating (AAA+) and improved brand strength by three points. With a total score of 86, Porsche is the second most powerful auto brand across the world.
Commenting on Ferrari’s top brand rating, Brand Finance CEO David Haigh said, “The fact Ferrari has boosted revenues without compromising brand strength suggests that it has found the perfect formula to sustainably exploit brand equity to maximise shareholder value.”
Other auto brands that marked their names among the top 10 were – Nissan, Ford, Honda, Chevrolet, Renault, Subaru and Land Rover. What makes us proud is the fact that seven Indian automakers have marked their name in the list of top 100 automotive brands including Maruti Suzuki India, Mahindra & Mahindra, Hero MotoCorp, Tata Motors, Bajaj Auto, Ashok Leyland and TVS Motor Company.
This latest global brand study first evaluates the brand strength index that depends on several attributes such as financial performance, sustainability, etc. In the next step, the brand strength score is applied to the royalty rate range by reviewing comparable licensing agreements sourced from Brand Finance’s and other online databases. The procedure followed by the calculation of royalty rate and brand specific revenues to derive brand revenues.
