Toyota Is Number One Auto Brand, Mercedes-Benz Passes BMW

Courtesy: Harold Cunningham/Getty Images
Courtesy: Harold Cunningham/Getty Images /

Mercedes-Benz took down its arch nemesis, BMW, as the second most valuable car brand in the world on the BrandZ Top 100 Most Value Global Brands List. Neither automaker, however, could take away Toyota’s title as most valuable car brand for the sixth year in a row.

Each year, brands in all different sectors, are ranked according to their financial values. This year’s study was released by market researcher Kantar Millward Brown. The results are in. Toyota continues to be the world’s most valuable car brand for the sixth consecutive year. The Japanese brand is followed, for the first time, by Mercedes-Benz (2nd place) and BMW (3rd place).

To put things into perspective, Toyota has found itself in the number one spot for 11 of the 13 years this study has been carried out. In 2010 and 2012, the brand fell into second place – still very much commendable.

Getting to the numbers.

Toyota’s brand value increased 5 percent to almost $30 billion due to the strong demand for its popular SUVs in both America and Europe. The automaker’s consistency is definitely a solid factor in its first place achievement.

"“SUVs remain desirable products to those who put a high value on their safety and power,” Peter Walshe, Global BrandZ director at Kantar Millward Brown, told Automotive News. “Overall, the Toyota brand is incredibly reliable and represents fantastic value and quality.”"

Mercedes-Benz’s 9 percent increase helped it pass BMW for the first time in the annual ranking. Mercedes’ growth can be attributed to its strong performance in Russia, China and Brazil, in addition to the success of its new E-Class.

Tesla increased its brand value 60 percent to get right up behind Audi. After a two-year absence from the rankings, Volkswagen has re-entered the BrandZ list in the number 10 spot with a value of about $6 billion, which is up from the $5.1 billion it was valued at last year.

"According to Walshe, BMW was slowed by its small decline in U.S. sales last year; however, he said the automaker remains a dominate player in the game. “BMW is still an extremely well-performing brand,” Walshe said. “When it comes to brand health, it is at the top of the pile.”"

World’s Most Valuable Car Brands

[value in billions (rank in top global 100) % value change from 2017]

1. Toyota $29.99 (36) +5
2. Mercedes $25.68 (46) +9
3. BMW $25.62 (47) +4
4. Ford $12.74 (96) -2
5. Honda $12.70 (97) +4
6. Nissan $11.43 (*) +1
7. Audi $9.63 (*) +3
8. Tesla $9.42 (*) +60
9. Maruti Suzuki $6.38 (*) —
10. Volkswagen $5.99 (*) —
(*) Did not rank in the top 100 global brands

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Take a look at the video below to see which of your favorite brands made it to the top 100 listing, and which spot they dominated.

How many of your favorite brands were on the list? Which ones? Let us know in the comment section below. Also, be sure to tell us your thoughts on the automotive brand rankings.