Toyota beats home BMW and Mercedes-Benz to take title…again.
Despite losing ground over the Takata air-bag recall dramas Toyota has been crowned the world’s most valuable car brand.
This year’s BrandZ Top 100 Most Valuable Global Brands study listed Toyota’s brand value as $28.9 billion, a full 2% lower than last year. The air-bag issues also dragging down Honda’s value by 5% to $13.3 billion. The Japanese brand finishing in fourth position.
Overall, Apple came out on top in the study, the tech-giants beating home Google and Microsoft.
Amongst the car makers, BMW remained No. 2 on the back of a 2% increase in brand value to $26.4 billion, while arch-rivals Mercedes-Benz finished third with an estimated value of $21.8 billion, a 1% increase in the past year.
Audi (7th) and Ford (5th) were the two fastest growing car brands in the year, the study increased Audi’s value by a whopping 43%, and Ford gained 11% brand value.
Peter Walshe, Global BrandZ director, told Automotive News Europe that Toyota has once again shown how loyal its customers are.
“When you look at the trust the Toyota brand generates from car owners, there is little dent from the air-bag issues,”
“The customer experience, the good value, and the quality that customers trust see the brand through.”