Toyota is the world’s most valuable auto brand
2013 has been the second year in a row in which Toyota was awarded the world’s most valuable automotive brand title.
The Japanese carmaker retained its title as the most valuable auto car maker on a list that also saw Apple take the overall title of ‘world’s most valuable brand’, overtaking previous leaders Coca-Cola and Google. This list was compiled by the brand value assessor Interbrand.
On this overall list Toyota came in at number 10, but it did manage to stave off competition from the likes of Mercedes – which was the second-highest ranked car maker and the 11th most valuable brand overall, and BMW, the 12th most valuable brand.
This success should come as a bit of a surprise because the Japanese car maker has been facing major hurdles over the past year or so, including the boycott in China and its largest single recall in history related to faulty power switches in a whopping 7.4 million vehicles. According to Interbrand the company’s ability to retain the title as well as its continued ability to attract customers to its showrooms contributed towards its top 10 ranking.
The Japanese giant was considered to be so successful in managing its brand image that it also took out overall victory in the list of Best Global Green Brands, thanks to the success of its hybrid powertrains.
In total, 14 automotive brands were ranked on the world’s 100 most valuable brands, other brands on the list being Honda – 20th overall and fourth-most valuable automotive brand, Ferrari on the 98th spot, Volkswagen on the 34th, Ford 42nd, Hyundai on the 43rd, Audi on the 51st, Porsche on the 64th, Nissan on the 65th, Kia on the 83rd, Chevrolet on the 89th and motorcycle manufacturer Harley-Davidson on the 96th.
Porsche and Nissan saw the highest percentage increases when it comes to brand name strength and value from 2012 to 2013, while this was Chevrolet’s first-time appearance on the list.
