Toyota tops global brand study, Ferrari remains world’s most powerful brand

Toyota has topped the latest Brand Finance Auto 100 annual study.

By Autocar Pro News Desk calendar 05 Mar 2014 Views icon8344 Views Share - Share to Facebook Share to Twitter Share to LinkedIn Share to Whatsapp

Toyota has topped the latest Brand Finance Auto 100 annual study. Conducted by leading brand valuation consultancy Brand Finance, the study determines which are the most powerful and most valuable.

Toyota has consolidated its status as the world’s most valuable auto brand. Impressive growth of 34 percent means Toyota’s brand is now worth US $34.9 billion/Rs 215,786 crore ahead of BMW (US$29bn/Rs 179,307 crore) and Volkswagen (US$27bn/Rs 166,941 crore). Looking ahead, Toyota must negotiate the potential pothole of a 1.9 million unit recall of its Hybrid Prius model and the resulting loss of consumer confidence. The Japanese carmaker has faced similar challenges in the recent years. While brand value took a hit in the short term, it also rebounded quickly, suggesting that Toyota’s brand is powerful and resilient enough to see it through the latest issue.

Those already causing a stir at the ongoing Geneva Motor Show include Audi, which has just revealed its new TT. Its brand value is up 30 percent to US$7 billion/Rs 43,281 crore. Brands valued for the first time include Maserati (US$693m/Rs 4,284 crore), which presented its Alfieri coupe concept, Lamborghini (US$677m/Rs 4,185 crore) which unveiled the Huracan, which will replace the outgoing Gallardo and Tesla (US$1.2bn/Rs 7,419 crore) whose share price is soaring as it forges a reputation as perhaps the only credible electric car brand.

Ferrari is again the world's most powerful auto brand, in fact the most powerful brand from any industry. It scores highly on a wide variety of measures on Brand Finance’s Brand Strength Index, from desirability, loyalty and consumer sentiment to visual identity, online presence and employee satisfaction. The exceptional AAA+ brand rating has been preserved thanks to the strategic decision to cap production at 7,000, maintaining the brand’s exclusivity. As a result, despite a 4 percent fall in production last year, brand value rose 12 percent to US$4 billion/Rs 24,732 crore.

Ferrari’s latest branding coup is its involvement in the launch of the ‘CarPlay’ system, which integrates a user’s iPhone into an onboard display. This collaboration between Apple, the world’s most valuable brand (worth US$105bn/Rs 649,215 crore) and Ferrari, the world’s most powerful, could be the start of the ultimate brand partnership.

Unsurprisingly, German, Japanese and American-owned brands dominate the table, accounting for 74 percent of the total US$388 billion/Rs 2,399,004 crore brand value. France and Italy’s share of brand ownership is increasingly threatened by rising Asian manufacturers based in India, South Korean and China. Notable by its absence is the UK. The UK may be a leader in automotive technology, the base for eight Formula1 teams and the original home of brands now worth US$13.6 billion, but none of the world’s 100 auto brands are now British owned.

Overall, the auto industry performed strongly last year, thanks to a combination of global economic recovery and increased demand in both the United States and Asia. The brand value of the top 50 brands rose by $55 billion to $346 billion, and the gross margins of the five biggest manufacturers are the highest they have been for 10 years.

Brand Finance chief executive David Haigh commented, “The increasing market share of the biggest manufacturers coupled with a trend for joint ventures and alliances has resulted in vehicles that are mechanically more homogeneous. Consequently, brand will play an increasingly important role in shaping consumer preference over the coming years, not just for the likes of Ferrari, Lamborghini or Porsche but for mass market manufacturers too.”

 

  

Rank 2014

   

Rank 2013

   

Brand

   

Domicile

   

Brand Value 2014 (USD m)

   

Brand Rating 2014

   

Brand Value Change (USD m)

   

Brand Value Change (%)

   

Brand Value 2013 (USD m)

   

Brand Rating 2013

  

  

1

   

1

   

Toyota

   

Japan

   

34903

   

AAA-

   

8924

   

34%

   

25979

   

AA+

  

  

2

   

3

   

BMW

   

Germany

   

28962

   

AAA

   

5726

   

25%

   

23236

   

AAA

  

  

3

   

2

   

Volkswagen

   

Germany

   

27062

   

AAA-

   

3396

   

14%

   

23666

   

AAA-

  

  

4

   

4

   

Mercedes-Benz

   

Germany

   

24171

   

AAA-

   

3873

   

19%

   

20298

   

AAA-

  

  

5

   

7

   

Honda

   

Japan

   

22152

   

AA+

   

6038

   

37%

   

16114

   

AA+

  

  

6

   

6

   

Nissan

   

Japan

   

21194

   

AA+

   

3548

   

20%

   

17646

   

AA+

  

  

7

   

5

   

Ford

   

US

   

20236

   

AAA-

   

613

   

3%

   

19623

   

AA+

  

  

8

   

8

   

Porsche

   

Germany

   

11370

   

AAA

   

129

   

1%

   

11241

   

AAA

  

  

9

   

9

   

Hyundai

   

South Korea

   

9236

   

AA+

   

521

   

6%

   

8715

   

AA+

  

  

10

   

10

   

Renault

   

France

   

9010

   

AA

   

581

   

7%

   

8430

   

AA+

  

  

11

   

11

   

Peugeot

   

France

   

7123

   

AA

   

478

   

7%

   

6645

   

AA-

  

  

12

   

14

   

Audi

   

Germany

   

7082

   

AA+

   

1627

   

30%

   

5455

   

AAA-

  

  

13

   

12

   

Chevrolet

   

US

   

6426

   

AA+

   

393

   

7%

   

6033

   

AA-

  

  

14

   

15

   

Kia

   

South Korea

   

5356

   

AA

   

-35

   

-1%

   

5391

   

AA-

  

  

15

   

16

   

Suzuki

   

Japan

   

5305

   

A+

   

850

   

19%

   

4455

   

A+

  

  

16

   

13

   

Fiat

   

Italy

   

5179

   

AA

   

-589

   

-10%

   

5768

   

AA-

  

  

17

   

19

   

Daimler

   

Germany

   

5085

   

AA+

   

1194

   

31%

   

3891

   

AA

  

  

18

   

17

   

General Motors

   

US

   

4842

   

AAA-

   

527

   

12%

   

4315

   

AA+

  

  

19

   

24

   

Mazda

   

Japan

   

4511

   

AA

   

1066

   

31%

   

3445

   

AA-

  

  

20

   

-

   

Land Rover

   

India

   

4339

   

AA+

   

1314

   

43%

   

3025

   

AA+

  

  

21

   

20

   

GMC

   

US

   

4310

   

AA

   

436

   

11%

   

3874

   

AA-

  

  

22

   

18

   

Citroen

   

France

   

4260

   

AA

   

185

   

5%

   

4075

   

AA-

  

  

23

   

28

   

MINI

   

Germany

   

4238

   

AAA-

   

1255

   

42%

   

2983

   

AA+

  

  

24

   

25

   

Subaru

   

Japan

   

4227

   

AA-

   

872

   

26%

   

3356

   

AA-

  

  

25

   

26

   

Lexus

   

Japan

   

4169

   

AA

   

1060

   

34%

   

3110

   

AAA-

  

  

26

   

22

   

Ferrari

   

Italy

   

4037

   

AAA+

   

397

   

11%

   

3640

   

AAA+

  

  

27

   

-

   

Harley-Davidson

   

US

   

3938

   

AAA-

   

1212

   

44%

   

2726

   

AA

  

  

28

   

32

   

Mitsubishi

   

Japan

   

3933

   

AA-

   

1546

   

65%

   

2387

   

AA-

  

  

29

   

31

   

Dongfeng

   

China

   

3613

   

A+

   

843

   

30%

   

2771

   

A+

  

  

30

   

27

   

Volvo

   

Sweden

   

3525

   

AA

   

467

   

15%

   

3058

   

AA

  

  

31

   

30

   

Isuzu

   

Japan

   

3442

   

A+

   

599

   

21%

   

2843

   

A+

  

  

32

   

-

   

Hino

   

Japan

   

3010

   

A+

   

-

   

-

   

-

   

-

  

  

33

   

34

   

Daihatsu

   

Japan

   

2768

   

A+

   

494

   

22%

   

2274

   

A+

  

  

34

   

-

   

SAIC

   

China

   

2672

   

A+

   

1322

   

98%

   

1350

   

A+

  

  

35

   

-

   

Opel

   

US

   

2587

   

AA

   

444

   

21%

   

2143

   

AA-

  

  

36

   

36

   

Kenworth

   

US

   

2544

   

AA-

   

344

   

16%

   

2200

   

A+

  

  

37

   

35

   

Jeep

   

Italy

   

2508

   

AA+

   

263

   

12%

   

2244

   

AA+

  

  

38

   

-

   

Scania

   

Sweden

   

2453

   

AA-

   

2453

   

-

   

-

   

-

  

  

39

   

44

   

Lincoln

   

US

   

2398

   

AA

   

1066

   

80%

   

1332

   

AA

  

  

40

   

-

   

Great Wall

   

China

   

2392

   

A+

   

1413

   

144%

   

979

   

A+

  

  

41

   

37

   

Dodge

   

Italy

   

2312

   

AA-

   

261

   

13%

   

2051

   

AA

  

  

42

   

23

   

Tata Motors

   

India

   

2294

   

AA-

   

-1265

   

-36%

   

3559

   

AA-

  

  

43

   

41

   

Acura

   

Japan

   

2158

   

AA

   

536

   

33%

   

1622

   

AA

  

  

44

   

-

   

Bentley

   

Germany

   

2075

   

AAA

   

444

   

27%

   

1632

   

AAA+

  

  

45

   

40

   

Skoda

   

Germany

   

1965

   

AA

   

151

   

8%

   

1814

   

AA

  

  

46

   

39

   

Chrysler

   

Italy

   

1952

   

AA

   

31

   

2%

   

1921

   

AAA-

  

  

47

   

45

   

RAM Trucks

   

Italy

   

1878

   

AA-

   

550

   

41%

   

1328

   

AA-

  

  

48

   

43

   

Buick

   

US

   

1821

   

AA

   

251

   

16%

   

1570

   

AA-

  

  

49

   

33

   

Mahindra

   

India

   

1749

   

AA-

   

-555

   

-24%

   

2304

   

AA-

  

  

50

   

-

   

Pang Da Automobile

   

China

   

1712

   

A

   

-

   

-

   

-

   

-

  

  

51

   

-

   

Changan

   

China

   

1636

   

A

   

-

   

-

   

-

   

-

  

  

52

   

42

   

Infiniti

   

Japan

   

1619

   

AA-

   

33

   

2%

   

1587

   

AA

  

  

53

   

47

   

Smart

   

Germany

   

1565

   

AA

   

336

   

27%

   

1230

   

AA-

  

  

54

   

49

   

FAW

   

China

   

1554

   

A

   

763

   

97%

   

791

   

A+

  

  

55

   

-

   

Renault Trucks

   

Sweden

   

1509

   

AA-

   

-

   

-

   

-

   

-

  

  

56

   

38

   

Cadillac

   

US

   

1499

   

AA+

   

-528

   

-26%

   

2027

   

AA-

  

  

57

   

46

   

Maruti Suzuki

   

India

   

1359

   

AA

   

35

   

3%

   

1324

   

AA-

  

  

58

   

-

   

Pontiac

   

US

   

1269

   

AA

   

-

   

-

   

-

   

-

  

  

59

   

-

   

Jaguar

   

India

   

1246

   

AA+

   

460

   

58%

   

786

   

AA+

  

  

60

   

-

   

Foton

   

China

   

1212

   

A

   

-

   

-

   

-

   

-

  

  

61

   

-

   

Geely

   

Hong Kong

   

1201

   

AA-

   

479

   

66%

   

722

   

A+

  

  

62

   

-

   

Tesla Motors

   

US

   

1191

   

AA

   

-

   

-

   

-

   

-

  

  

63

   

-

   

Anhui Jianghuai Auto

   

China

   

1189

   

A+

   

-

   

-

   

-

   

-

  

  

64

   

-

   

JMC

   

China

   

951

   

A+

   

-

   

-

   

-

   

-

  

  

65

   

-

   

Vauxhall

   

US

   

926

   

AA

   

88

   

10%

   

839

   

AA-

  

  

66

   

-

   

Scion

   

Japan

   

916

   

AA-

   

-

   

-

   

-

   

-

  

  

67

   

50

   

Seat

   

Germany

   

884

   

AA

   

116

   

15%

   

768

   

AA-

  

  

68

   

-

   

Rolls- Royce

   

Germany

   

819

   

AAA

   

275

   

51%

   

543

   

AAA

  

  

69

   

-

   

DAF

   

US

   

818

   

AA-

   

-

   

-

   

-

   

-

  

  

70

   

-

   

GAC Group

   

China

   

798

   

A+

   

-

   

-

   

-

   

-

  

  

71

   

-

   

Xiamen King Long

   

China

   

760

   

A

   

-

   

-

   

-

   

-

  

  

72

   

-

   

Zhengzhou Yutong Bus

   

China

   

746

   

A+

   

-

   

-

   

-

   

-

  

  

73

   

-

   

UD Trucks

   

Sweden

   

695

   

AA-

   

91

   

15%

   

605

   

A+

  

  

74

   

-

   

Hero

   

India

   

694

   

A+

   

-112

   

-14%

   

806

   

A+

  

  

75

   

-

   

Maserati

   

Italy

   

693

   

AAA-

   

-

   

-

   

-

   

-

  

  

76

   

-

   

Lamborghini

   

Germany

   

677

   

AAA

   

-

   

-

   

-

   

-

  

  

77

   

-

   

Eicher

   

Sweden

   

639

   

AA-

   

-

   

-

   

-

   

-

  

  

78

   

-

   

Haima

   

China

   

614

   

A

   

-

   

-

   

-

   

-

  

  

79

   

-

   

Bajaj Auto

   

India

   

597

   

AA-

   

73

   

14%

   

524

   

AA

  

  

80

   

-

   

Holden

   

US

   

558

   

AA

   

-

   

-

   

-

   

-

  

  

81

   

-

   

Avtovaz

   

Russia

   

550

   

A

   

-

   

-

   

-

   

-

  

  

82

   

-

   

Kamaz

   

Russia

   

537

   

A

   

-

   

-

   

-

   

-

  

  

83

   

-

   

Mack

   

Sweden

   

523

   

AA-

   

-

   

-

   

-

   

-

  

  

84

   

-

   

Alfa Romeo

   

Italy

   

474

   

AAA-

   

71

   

18%

   

403

   

AA-

  

  

85

   

-

   

Renault Samsung

   

France

   

446

   

AA

   

-

   

-

   

-

   

-

  

  

86

   

-

   

SSangYong

   

South Korea

   

434

   

A

   

-

   

-

   

-

   

-

  

  

87

   

-

   

Saab

   

US

   

428

   

AA

   

-

   

-

   

-

   

-

  

  

88

   

-

   

Lancia

   

Italy

   

326

   

AA-

   

19

   

6%

   

308

   

AA-

  

  

89

   

-

   

BYD

   

China

   

304

   

A+

   

-

   

-

   

-

   

-

  

  

90

   

-

   

GAZ

   

Russia

   

303

   

A

   

-

   

-

   

-

   

-

  

  

91

   

-

   

China Motor Corp

   

Taiwan

   

277

   

A

   

-

   

-

   

-

   

-

  

  

92

   

-

   

Ashok Leyland

   

India

   

258

   

A

   

-

   

-

   

-

   

-

  

  

93

   

-

   

Brilliance

   

Hong Kong

   

243

   

A+

   

-

   

-

   

-

   

-

  

  

94

   

-

   

FAW Tianjin

   

China

   

242

   

A

   

-

   

-

   

-

   

-

  

  

95

   

-

   

Proton

   

Malaysia

   

237

   

A

   

137

   

137%

   

100

   

AA-

  

  

96

   

-

   

New Flyer

   

Canada

   

218

   

A

   

-

   

-

   

-

   

-

  

  

97

   

-

   

UAZ

   

Russia

   

205

   

A

   

-

   

-

   

-

   

-

  

  

98

   

-

   

Sinotruk

   

China

   

172

   

A

   

-

   

-

   

-

   

-

  

  

99

   

-

   

Umw

   

Malaysia

   

149

   

A+

   

38

   

34%

   

111

   

A+

  

  

100

   

-

   

DRB-HICOM

   

Malaysia

   

141

   

A

   

79

   

127%

   

62

   

A

  


Brand Value Totals by Domicile and Country of Origin

Rank

Domicile

Brand Value 2014 (USD bn)

Rank

Country of Origin

Brand Value 2014 (USD bn)

1

Germany

115.96

1

Japan

115.00

2

Japan

114.31

2

Germany

107.89

3

US

55.79

3

US

57.25

4

France

20.84

4

France

22.35

5

China

20.57

5

China

22.01

6

Italy

19.36

6

South Korea

15.03

7

South Korea

15.03

7

UK

13.64

8

India

12.54

8

Italy

13.26

9

Sweden

9.34

9

Sweden

7.57

10

Russia

1.59

10

India

6.95

11

Hong Kong

1.44

11

Czech Rep.

1.96

12

Malaysia

0.53

12

Russia

1.59

13

Taiwan

0.28

13

Spain

0.88

14

Canada

0.22

14

Netherlands

0.82

 -

15

Australia

0.56

 -

 -

 -

16

Malaysia

0.53

 -

 -

17

Taiwan

0.28

 -

18

Canada

0.22



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