Toyota is most valuable brand at Paris Motor Show
Toyota remains the most valuable automotive brand in the world. In fact, it is worth more than ever before. Its value has risen by 23% year-on-year to a total of $43 billion – thereby extending its lead over BMW, in second place, from $2 to US$8 billion.
That is one of the findings of brand consultants Brand Finance, who in the run-up to the Paris Motor Show have calculated the worth of the brands present at the show.
Shipping just shy of 6.7 million units in the first eight months of 2016, Toyota remains the world's biggest manufacturer in volume, ahead of VW with 6.66 million. The Japan-based manufacturer is also one of the Top Ten advertising spenders in the U.S. - an investment clearly paying off, as Toyota saw its U.S. revenues increase by 90% since 2010 (worldwide revenues went up 50% over the same time). Ride-share services like Uber are helping Toyota, as the Prius is their vehicle of choice.
The emissions scandal has crushed VW's ambition to unseat Toyota as the world's #1 manufacturer. Dieselgate has adversely affected brand value, down 39% to $18.9 billion – thereby dropping out of the Top Five for the first time since 2010. Fortunately, brand value for other VW Group brands has increased, notably Lamborghini (+22%) and Bentley (+16%). Audi's brand value has dropped 2% - but only due to the strengthening dollar. When measured in euro, it has actually increased.
The brand values of Ferrari, MINI and Volvo all declined slightly against last year, also mainly due to exchange rate changes. Ferrari remains the world's most powerful car brand, and continues its value growth.
Of all major auto brands, Hyundai has had the worst year, brand-value-wise. It lost more than half its value, due in large part to labour unrest, plant strikes and slow sales. In Q2, the company posted its tenth consecutive profit drop.
Harley Davidson is the world's most valuable motorcycle brand, growing 18% year-on-year to $5 billion. Brand strength has been upgraded from AAA to AAA+.
Image: Toyota
