The Interbrand 2019 Best Global Brands list is now out, so it’s time once again to see how automotive brands fared when it comes to brand value. This year, 15 brands manage to make it to the top 100 list, which is one less than in 2018, with Subaru dropping off the chart.
Once again, it is Toyota that takes the top spot among automotive brands for another year with a brand value estimated to be around US$56.246 billion, while it is seventh overall behind brands like Samsung, Coca Cola, Microsoft, Amazon, Google and Apple.
The Japanese carmaker isn’t the only that managed to retain its position from 2018, as Mercedes-Benz kept its spot as well – second among automotive brands and eighth overall – with a brand value of US$50.832 billion.
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Meanwhile, BMW (US$41.440 billion) climbed up two spots become the third most valuable automotive brand (and 11th overall) in 2019. It is followed by Honda (US$24.422 billion) in fourth place (21st overall), Ford (US$14.325 billion) in fifth place (35th overall) and Hyundai (US$14.156 billion) in sixth place (36th overall).
Further down the list, Volkswagen (US$12.921 billion) improved upon last year’s result to take the seventh spot (40th overall), with other companies under the Volkswagen Group – namely Audi (US$12.689 billion; 42th overall) and Porsche (US$11.652 billion; 50th overall) – displacing Nissan (US$11.502 billion), which settled for the tenth spot (52nd overall) instead.
Next up, Ferrari’s fast-growing brand value shined again this year, as the Italian carmaker’s brand value of US$6.458 billion brought it up to the 11th spot (77th overall), pushing remaining brands like Kia (US$6.428 billion) and Land Rover (US$5.855 billion) down to 12th (78th overall) and 13th (85th overall) respectively. The last two remaining brands are MINI (US$5.532 billion) in 13th place (90th overall) and Harley-Davidson (US$4.793 billion) in last place (99th overall).
Interbrand 2019 Best Global Brands (automotive only)
To be included in Interbrand’s Best Global Brands, a company must meet several terms, where at least 30% of its revenue must come from outside of the its home region. Furthermore, the brand must have a significant presence in Asia, Europe, and North America as well as broad geographic coverage in emerging markets.
There must also be adequate publicly available data on the brand’s financial performance, and any economic profit must be expected to be positive over the longer term, delivering a return above the brand’s cost of capital. Lastly, the brand must have a public profile and awareness across the major economies of the world.
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