New York – Toyota has retained its title as the world’s most valuable car brand in the annual BrandZ Top 100 Most Valuable Global Brands Study.
It’s the ninth time that Toyota has topped the automotive category in the report’s 12-year history.
Conducted by Millward Brown, the study lists values for the world’s largest corporations taking into account how brands resonate with buyers, and whether they offer the benefit of different and trendsetting products and features.
A total of 10 automotive brands featured on the 2017 global 100 list, with the second and third place positions being awarded to luxury marques. Technology brands dominated the BrandZ 2017 list comprising 54% of total .
Top 10 most-valuable car brands 2017:
1 Toyota – $28.6-billion, 30th in top 100 list
2 BMW – $24.5-bn
3 Mercedes-Benz – $23.5-bn
4 Ford – $13-bn
5 Honda – $12.1-bn
6 Nissan – $11.3-bn
7 Audi $9.3-billion
8 Tesla $5.8-billion
9 Land Rover $5.5-billion
10 Porsche $5.1-billion
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Tesla led the BrandZ Car Top 10 in value increase, rising 32%, followed by Land Rover, the iconic standard of off-road vehicles, with an increase of 17%. Only two other brands rose in value, Porsche by 16%, and Mercedes-Benz by 4%, having outsold BMW for the first time in a decade after BMW’s US sales slowed. Toyota has remained No.1.
The value of the the top 10 stayed flat overall, compared with a 3% decline a year ago, as sales increased globally while margins remained thin.
Insights from the BrandZ 2017 report reflect the growth of experimentation with alternate energy sources and autonomous driving, and further technological integration into vehicle design by manufacturers.
The report additionally pointed out the shifting trend of consumer preference towards SUVs.