According to new research by leading brand valuation and marketing experts ‘Brand Finance’, Toyota remains the World’s most valuable car brand, with a brand value of US$26bn. Safety concerns forced the recall of millions of cars in 2010 leading to a brand value drop of US$1.2bn in Brand Finance’s 2011 report. Toyota’s woes continued the following year with a further brand value fall of US$1.7bn, as the devastating Tohoku earthquake and tsunami disrupted manufacturing across Japan.
However this year has seen an impressive turnaround. Toyota has held onto the number one spot of the BrandFinance Auto 10 through troubled times and has begun a strong recovery this year. Record sales of 9.8 million (up 23%) and expected net profits of US$8.9 billion have contributed to a 6% brand value increase to US$26 billion while the Toyota brand has been strengthened and is now rated AA+.
The BrandFinance® Auto 10 (2013) – The World’s Most Valuable Car Brands
Rank 2013
Rank 2012
Brand
Country of Origin
Brand Value 2013 (US$bn)
Brand Value 2012 (US$bn)
Change (US$bn)
Change (%)
Brand Rating 2013
Brand Rating 2012
1
1
Toyota
JAPAN
26.0
24.5
1.5
6%
AA+
AA
2
4
Volkswagen
GERMANY
23.7
17.8
5.9
33%
AAA-
AA
3
2
BMW
GERMANY
23.2
21.3
2.0
9%
AAA
AAA-
4
3
Mercedes-Benz
GERMANY
20.3
19.8
0.5
3%
AAA-
AAA-
5
5
Ford
UNITED STATES
19.6
17.6
2.1
12%
AA+
AA+
6
7
Nissan
JAPAN
17.6
14.2
3.5
25%
AA+
AA-
7
6
Honda
JAPAN
16.1
15.0
1.2
8%
AA+
AA
8
8
Porsche
GERMANY
11.2
10.1
1.2
12%
AAA
AAA
9
9
Hyundai
SOUTH KOREA
8.7
8.3
0.4
5%
AA+
AA+
10
10
Renault
FRANCE
8.4
8.1
0.4
5%
AA+
AA
