The 2017 version of the BrandZ Top 100 Most Valuable Global Brands study has been released, with Toyota retaining its place at the summit of the automotive segment.
Now it its 12th year, the report – which is published by WPP and Kantar Millward Brown – is billed as the world’s “most comprehensive study into brand value”. This year, Google, Apple and Microsoft take the top three places overall.
In 2017, Toyota again tops the automotive table with a brand value of $28,7-billion (a 3% decrease year-on-year), placing 30th overall. Next on the car brand list is BMW (35th overall), with German rival Mercedes-Benz (40th overall) close behind in third.
Ford (up one place), Honda (down one place), Nissan and Audi claim fourth, fifth, sixth and seventh respectively, while Tesla (up from last year’s tenth place, when it knocked the Volkswagen brand off the list) nabs eighth ahead of Land Rover in ninth. Porsche takes the final spot on the table.
“The car business is an industry anticipating rapid change and many brands are already taking steps to prepare for new sales channels, changing forms of ownership and the arrival of more connected and autonomous cars,” said Peter Walshe, Global BrandZ strategy director at Kantar Millward Brown.
“The financial pressures to deliver current sales while also investing and anticipating the future are placing established brands under great pressure and creating space for newcomers like Tesla to power ahead. Strong brands will not only help car groups boost existing revenues but encourage consumers to stick with them as the vehicle they drive changes fundamentally.”
World’s most valuable car brands 2017:
1. Toyota: $28,7-billion
2. BMW: $24,6-billion
3. Mercedes-Benz: $23,5-billion
4. Ford: $13,1-billion
5. Honda: $12,2-billion
6. Nissan: $11,3-billion
7. Audi: $9,4-billion
8. Tesla: $5,9-billion
9. Land Rover: $5,5-billion
10. Porsche: $5,1-billion
