Toyota Leads List of Most Valuable Auto Brands | Edmunds

Toyota Leads List of Most Valuable Auto Brands


Just the Facts:
  • For the second straight year, Toyota is the leading auto brand on the BrandZ Top 100 Most Valuable Global Brands list, with a value of $29.6 billion.
  • The rankings are based on a combination of detailed financial analyses of business performance and a survey of more than 2 million consumers around the world.
  • Ford jumped onto the Top 100 list this year with a brand value of $22.8 billion, a whopping 56 percent gain over 2013.

NEW YORK — For the second straight year, Toyota is the leading auto brand on the BrandZ Top 100 Most Valuable Global Brands list with a value of $29.6 billion.

The rankings, commissioned by advertising and PR firm WPP and compiled by its sister company, market research firm Millward Brown Optimor, are based on a combination of detailed financial analyses of business performance and a perception survey of more than 2 million consumers around the world.

Toyota has held the No. 1 position among auto brands for seven of the nine years that the list has been compiled. Its total value of $29.6 billion, according to Millward Brown Optimor, is up from $24.5 billion in 2013.

BMW retained its 2nd-place spot among automakers for 2014, with a value of $25.7 billion, an increase from last year's $24.0 billion. Also keeping their positions on the list were Mercedes-Benz at $21.5 billion, compared to $17.9 billion last year, and Honda, with a value of $14.1 billion, up from $12.4 billion in 2013.

Jumping onto the list this year was Ford, which took 5th place in the cars category with a value of $22.8 billion, a whopping 56 percent gain over 2013. Meanwhile, Nissan dropped a bit on the Top 100 list but at $11.1 billion still improved in value over its 2013 rating of $10.2 billion.

Volkswagen fell off the Top 100 list in 2014 with a value assessment of $8.4 billion, compared to $8.8 billion last year. Also not in the Top 100, although ranking in the automotive Top 10, were Audi, rated at $7.1 billion, Chevrolet at $4.9 billion and Hyundai at $4.6 billion.

The brand value of automakers as a group increased 17 percent over 2013, according to Millward Brown Optimor, which noted: "Car sales accelerated 8 percent in the U.S. to 15.6 million units, and are expected to reach pre-crisis sales levels this year."

Among all brands in the Top 100, Google bounced Apple out of 1st place with a value rating of $158.8 billion, up from $113.7 billion in 2013. Apple dropped to a rating of $147.9 billion, compared to $185.1 billion last year.

Said WPP spokesman David Roth in a statement: "This year's index highlights the end of the recession, with a strong recovery in valuations and, for the first time, real growth across every category and the Top 100 as a whole."

Edmunds says: Toyota retaining its number-one spot among automakers is noteworthy, but Ford's 56 percent leap in value this year is also impressive.

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