Toyota Remains World’s Most Valuable Car Brand

Toyota maintains its top spot, while Volkswagen, ranked 9th, is the only brand to increase in value. Toyota continues to be the world’s most valuable car brand in the BrandZ Top 100 Most Valuable Global Brands ranking, published by market research firm Kantar Millward Brown. Following Toyota, only Mercedes and BMW feature in the BrandZ Top 100 list. Ford and Honda disappeared after appearing in 2018.

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The Japanese automaker has held the number one position for 12 of the 14 years of the ranking. The two years Toyota wasn’t champion were 2010 and 2012, but it still held the runner-up position. “Creating global appeal is a huge part of Toyota’s standing. They have a good representation in every region,” Graham Staplehurst, Global BrandZ strategy director, told Automotive News Europe. “Toyota is also a pioneer of alternative fuels. Everyone knows the Prius. We also do some surveys on electric vehicles, and while Tesla tops the list, Toyota comes in second, followed by Volkswagen.” Toyota Camry – Contributing to the Brand's SuccessCamry, one of the products contributing to the Japanese automaker’s success.

Volkswagen is the only brand in the automotive top 10 to have grown in value compared to the previous year, by 12%. The German manufacturer benefited from changes following the emissions scandal and “is better balanced to take advantage of the shift to alternative fuels,” as Staplehurst noted. Porsche is the only “newcomer” to the top 10 after pushing the Maruti-Suzuki joint venture out of the list to take 10th place. Porsche’s strategy was praised by Staplehurst, particularly regarding electrification. Porsche’s new electric sports car, the Taycan, may have sold out before its launch. With the exception of Volkswagen, all car brands saw a decrease in brand value compared to 2018 due to reduced model resonance with customers compared to tech companies like Amazon, Apple, and Google.