These five car companies have the most valuable brand names

What’s in a name?

Brand value – the estimation of how much extra people will pay or how often they will choose one particular brand over another brand.

It helps separate the top automotive brands from the rest – five in the case of the BrandZ Top 100 Most Valuable Global Brands 2018, compiled by Kantar Millward Brown market research firm.

Those five are Toyota (36), Mercedes-Benz (46), BMW (47), Ford (96) and Honda (97). The remainder of the Top 10 car brands are Nissan, Audi, Tesla, Maruti Suzuki and Volkswagen, respectively.

061218 IL These five car companies have the most valuable brand names

Perhaps it should not be a surprise that the top mainstream brands on the Top 100 list also are three of the top five in sales worldwide, with Toyota No. 1, followed by Ford and Honda at Nos. 3 and 5. Mercedes leads the premium vehicle segment at No. 10 in sales worldwide followed by BMW at No. 12. Only Volkswagen and Nissan, which were not on the Top 100 list made the top five in sales.

Mercedes-Benz was the only automotive company that scored a 5/5 in “brand contribution,” a measure of how much the name drives sales and enables a brand to command a price premium independent of other market factors. Toyota, BMW and Honda all scored 4/5 and Ford scored 3/5.

 

So what does all this mean to you as a dealership – besides the obvious if your brand is in the Top 100? We’ll have those answers in upcoming posts on the Inside Lane blog.

 

Toyota’s top automotive industry ranking overall was no fluke, based on previous BrandZ value reports. This was the 11th time in 13 years the most-valuable brands study ranked Toyota No. 1 among automotive brands, missing only in 2010 and 2012, when it ranked second to BMW on the Top 100 list.

Toyota’s brand was valued at nearly $30 billion, up 5 percent, because of its reliability and the strong demand for its SUVs, according to the research company, while the Mercedes brand was valued at more than $26.5 billion and BMW was valued at more than $25.5 billion. The study valued Ford, the only American-based automaker on the list, and Honda brands at less than half that of Mercedes and BMW.

Four of the five brands, excluding Ford, increased in value compared to last year, but all five fell in the rankings compared to other companies making the list.

Eight of the top 10 brands overall and 17 of the top 20 brands were American companies, with Google, Apple, Amazon and Microsoft comprising the top four. The study valued Google and Apple, both of which are experimenting with self-driving vehicles, at more than 10 times the top automaker, Toyota. The overall value of all these companies is significantly greater than the brand value.

The overall value of all these companies is significantly greater than the brand value.

Posted in News

Written by

Enjoy this Post?

Remember to subscribe to our RSS Feed and if you would like, please share this post.

Comments are closed.