AutoNews.com reports that BMW is now the most valuable of automotive brands worldwide, based upon upon a strong showing on the Millward Brown BrandsZ Top 100 survey. BMW’s rise takes them above Toyota, who was damaged considerably by recent scandals over mechanical defects. While Millward Brown Global Brand Director Peter Walshe believes Toyota will bounce back next year on the BrandsZ Top 100, BMW AG will enjoy its position for as long as possible. A nine percent decrease in value from 2009 means that BMW backed into the top spot, leaving the door open for Toyota once they recover from their current difficulties. A 27 percent drop could mean that Toyota’s trouble won’t vanish in a single year, however.
Ford climbs high in BMW’s year
Not to be outdone, Ford and Volkswagen increased in value considerably as outlined by the BrandsZ Top 100, to the tune of 19 and 20 percent, respectively. For Ford, Walshe is certain that their recent technological advancements (voice control, improved emission-handling and social media triumphs) were responsible for the increased showing. Speaking of the success of VW and Audi, a Millward Brown press release attributed the rise to the fact the German carmakers are “viewed as trustworthy brands with style, global distribution, German engineering and lower prices than prestige.”
Toyota has business on the way down
Luxury automotive brands like Mercedes-Benz (11 percent) and Porsche (31 percent) also took significant brand value hits, which is part of why the combined value of the six automakers that made BrandsZ Top 100 is down 15 percent overall. The 15 percent drop is the largest in any sector on the survey, thanks to bailouts and recalls.
Top 10 auto brands worldwide by value
Millward Brown’s BrandsZ Top 100 is situated on more than 1 million global consumer interviews and business performance analysis extrapolated from Bloomberg and Datamonitor data. Google leads the Top 100 brands at $ 114 billion, while IBM ($ 86 billion) and Apple ($ 83 billion) follow. Without further ado, here are were the top 10 most valuable auto brands rank on the BrandsZ Top 100:
- BMW $ 21.82— (25)
- Toyota $ 21.77 – (26)
- Honda 14.3 billion (Forty-sixth)
- Mercedes $ 13.74 – (53)
- Porsche $ 12.02 – (65)
- Nissan 8.61 billion (Eighty-sixth)
- Ford $ 7.04 – (did not rank)
- VW $ 6.99
- Audi 3.62 billion (not in top 100)
- Renault $ 3.26
Article Resources
BMW has moved to the lead
http://www.autonews.com/apps/pbcs.dll/article?AID=/20100428/COPY01/304289884/1254
Millward Brown’s BrandsZ Top 100
http://www.millwardbrown.com/Libraries/Optimor_BrandZ_Files/2010_BrandZ_Top100_Report.sflb.ashx
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