Mercedes-Benz on two, Tesla on three
In the middle of this year, Tesla was labeled the most valuable car brand. But Toyota can also call itself the most valuable car manufacturer in the world. What’s up with that?
In June, the brand value of Tesla was estimated by market research firm Kantar at a particularly not tender €72.84 billion. Toyota came in second with a brand value estimated by Kantar of €31.73 billion. However, Kantar is not the only club that annually estimates the brand value of brands and therefore also that of car brands. Like Kantar, market researcher Interbrand also ranks the most valuable brands. Just like last year, Interbrand does not put Tesla, but Toyota in first position.
Interbrand gives Toyota a brand value of €59.40 billion. The market researcher thus estimates the value of the Japanese brand ten percent higher than last year. After Toyota, Mercedes-Benz is the world’s most valuable car brand with an estimated brand value of €55.75 billion. If we look at all brands in the world, Apple is in first place with an estimated brand value of more than €479 billion, followed by Microsoft (€276.6 billion) and Amazon (€273.1 billion). Toyota is in sixth place in the list of all brands, Mercedes-Benz in eighth place. Interbrand puts Tesla in third place with an estimated brand value of €47.7 billion. This year Tesla is one position higher than last year, when BMW was in third place. BMW switches with Tesla and is in fourth place.
Just like last year, Interbrand scales Honda’s brand value high enough for a fifth place. Places six to ten are successively occupied by Hyundai, Audi, Volkswagen, Ford and Porsche. Of all car brands, Ferrari’s brand value has increased the fastest (+31 percent). Strikingly enough, we do not find a single Chinese car manufacturer in the Interbrand ranking. Kantar put the giant Chinese BYD in position eight this year.
It is certainly not the first time that Toyota has finished in first place in these kinds of rankings. As mentioned, Toyota was also the most valuable car brand in 2021 according to Interbrand, but Toyota also earned that title in 2020, 2019, 2018, 2017, 2016, 2015, 2014, 2013 and 2012 in one or more studies. In determining brand equity, Interbrand says it looks at financial results, “the role the brand plays with customers considering a product,” and a company’s competitive position.
Top 10 most valuable car brands Interbrand 2022
| 1 | Toyota |
| 2 | Mercedes-Benz |
| 3 | Tesla |
| 4 | BMW |
| 5 | Honda |
| 6 | Hyundai |
| 7 | Audi |
| 8 | Volkswagen |
| 9 | Ford |
| 10 | Porsche |
Top 10 most valuable car brands Kantar (2022)
| 1 | Tesla |
| 2 | Toyota |
| 3 | Mercedes-Benz |
| 4 | BMW |
| 5 | Ford |
| 6 | Honda |
| 7 | Audi |
| 8 | BYD |
| 9 | Volkswagen |
| 10 | Porsche |
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– Thanks for information from Autoweek.nl