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BMW beats Toyota as world’s most valuable car brand

By Matt Brogan |

According to Millward Brown’s BrandZ Top 100 survey, recent safety recalls have helped BMW to beat Toyota as the world’s most valuable car brand.

Toyota’s brand value fell by 27 per cent in the survey, but still recorded a strong US$21.77 billion (AUD$23.46 billion). By comparison, BMW fell only 9 per cent following the economic crisis of 2009 to see it retain a value of $21.82 billion (AUD$23.52 billion).

“It is likely that Toyota’s brand has suffered further in recent months, but it is a strong brand and is trying hard to overcome the damage through a major communications campaign,” said Millward Brown global brand director, Peter Walshe.

“All of our evidence shows that strong brands are much more likely to recover from a crisis.”

According to the survey, the most valued top five automotive brands are as follows:

  1. BMW $21.82 billion (AUD$23.52 billion)
  2. Toyota $21.77 billion (AUD$23.46 billion)
  3. Honda $14.30 billion (AUD$15.42 billion)
  4. Mercedes-Benz $13.74 billion (AUD$14.81 billion)
  5. Porsche $12.02 billion (AUD$12.96 billion)

 
  • Bob

    I was wondering where VW was…. so I looked it up

    Full stats as follows from the report:

    1 BMW 21,816 -9%
    2 Toyota 21,769 -27%
    3 Honda 14,303 -2%
    4 Mercedes 13,736 -11%
    5 Porsche 12,021 -31%
    6 Nissan 8,607 -16%
    7 Ford 7,039 19%
    8 VW 6,994 20%
    9 Audi 3,624 2%
    10 Renault 3,260 -4%

    What’s most interesting is all the top Asian manufacturers are down, with the European volume powerhouses up (Ford and VW) – and before you all comment, this is based on VW and Ford holding 1st and 2nd overall market share in Europe and possibly the fact that both would have grown in their US markets also.

    VW/Audi group combined would be at 6th position theoretically.

    • Mythfrances

      Ford is European now?

      • Bob

        I said nothing about Ford being European – I said European Volume Powerhouses – the two biggest sellers in Europe by Market share overall. I was very careful to state that too

        Although if we’re picking a fight, Ford Europe sell NOTHING BUT European designed and built (with the sole exclusion of the Ranger from Thailand) so I’d call Ford in Europe at least – European. Very much a genuine European VW competitor. KA, Fiesta, Focus, Mondeo, Fusion, C-Max, S-Max and Galaxy. All Euro designed and built with little to no input from the US at all.

        Given their top 2 selling products in Fiesta and Focus are also now being sent back to the mothership to keep it afloat, I’d safely say Ford has been and will be “European” for as many years as is required to get it back to full operating strength.

      • Andrew M

        He never said it was, just mentioned that their european division would be helping greatly to their increase.

        He also mentioned that Fords US division has grown considerably too, the very same markets where VW have grown

  • john

    VW group would actually rank 1st when you add Audi and Porsche too its numbers. But we can’t add these makers too the numbers unless we know lexus is added into toyota etc. Seeing renault is separate from nissans numbers I think it is safe too assume the numbers are strictly single brand name only!

  • Accountant

    to not too – headache just reading it

    • Radbloke

      Where’s Grammar Nazi when you need him?

  • Camry lover

    Now that is low. BMW with their vulgar and German fascist-inspired designs beating poor old Toyota with their prestige, elegant and harmonious designs that allude to the euphonious Lexus tag line, “The Relentless Pursuit of Perfection”.

    What is society coming to? Nothing can outperform reliability and elegant design.

    • Neo Utopia

      Er, most BMW chief designers are not German, does Englishman Chris Bangle ring a bell? I personally think most modern BMWs are attractive in a modern way, excluding the front of the 1 Series, just hideous! The war is over, all the younger generation want the world to be at peace, so get with us, I am not prejudice to a German or Japanese just because of the war history-it’s all in the past!

      As for Toyota’s/Lexus’s elegant and harmonious designs, well you better get used to the more masculine and sporty designs such as the nice IS-F and LFA, because Lexus have now learn’t to copy BMW in their quest to attract people who appreciate good driving cars, not cars that are just ultra reliable, pursuing perfection and world dominance or something like that.

  • http://www.caradvice.com.au Jim Goose senior

    Camry Lover,you comments not are good in this days. cAMry is goods,but not perfect in other time. PeoPle once see me in that car thing,not respects…Know wot I mean? I make clear that point. Theres a saying in Vlasisoriomenio….’trust in this day,for tesderday ,tomorrow combine as two and never,no respeck anyway’.

    • http://www.lukehimself.net Luke

      You what?

  • Gambler88

    Can anyone explain abit more in detail what exactly does this measure? I know it said brand value but is it profitability or market value of the company?

  • ADLover

    This article is crap.
    Whatever you said…Crap, crap, crap.
    Where the hell is CA beloved Hyundai and Kia?
    Do you think American still confused and mixed up Honda and Hyundai?

    • Mythfrances

      Speaking of it…CA does love Hyundai a lot! I see more Hyundai articles than anything else. The articles relating to Hyundai also attract most comments!

  • AAA

    Makes no difference to me. I am not going to buy a 2x inflated price (compared to prices in europe) car with stiff springs, large alloys and low profile tyres. Bumpy ride. Expensive does not automatically mean good in my dictionary ~