Toyota has once again topped the table for most valuable car marque, according to US consultancy firm Interbrand’s top 100 best global brands of 2019 list.
Placing seventh overall, Toyota’s value surged five per cent from last year to hit $US56.2 billion, putting it behind the top-ranked brands of Apple ($234.2 billion, +9%), Google ($167.7 billion, +8%), Amazon ($125.3 billion, +24%), Microsoft ($108.8, +17%), Coca-Cola ($63.4 billion, -4%) and Samsung ($61.1 billion, +2%).
However, in eighth place – and the highest ranked prestige brand – was Mercedes-Benz, which also jumped five per cent to $50.8 billion, putting the German prestige marque above McDonalds ($45.4 billion, +4%) and Disney ($44.4 billion, +11%).
Toyota and Mercedes-Benz were the only two car brands to land in the top 10, but BMW fell just outside in 11th place with a one per cent jump to $41.4 billion.
The next most valuable brand was Honda in 21st position, increasing three per cent to $24 billion with the likes of Facebook ($39.9 billion), Nike ($32.4 billion), Louis Vuitton ($32.2 billion) and GE ($25.6 billion) sitting between the Japanese brand and BMW.
Following Honda, Ford and Hyundai come in ranked 35th and 36th respectively, with the former moving up two per cent to $14.3 billion and the latter up five per cent to $14.2 billion.
Volkswagen is in at 40th place on $12.9 billion (+6%), while fellow German brands Audi and Porsche are the next most valuable on $12.7 billion (+4%) and $11.7 (+9%) apiece for 42nd and 50th spot.
Nissan, ranking 52nd, is one of only three automotive brands to lose ground this year, dropping six per cent to $11.5 billion, the others being 78th-ranked Kia ($6.4 billion, -7%) and 85th-placed Land Rover ($5.9 billion, -6%).
Slotting in between Nissan and Kia at 77th place though, is Ferrari, which jumped 12 per cent to $6.5 billion, while Mini ($5.5 billion, +5%) rounded out the automotive brands in the top 100 at 90.
To assess value, Interbrand not only looks at the company’s recent activities and financial forecasts, but also at the role and strength of the brand in the market.
A number of internal factors, such as commitment and responsiveness, is also taken into consideration, while the brand’s authenticity, relevance and engagement is also tallied in the final result.