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Saturday, June 11, 2016

BrandZ 2016 names its top ten car brands

As far as the car category is concerned, there are a couple of telling developments in this year's WPP / Millward Brown BrandZ™ Top 100 Most Valuable Global Brands survey.

Firstly, Volkswagen has dropped out of the top ten. Clearly this is a consequence of the recent 'dieselgate' emissions-rigging scandal, which also affected sister marque Audi (albeit to a lesser extent). Conversely, Porsche – another member of the Volkswagen Group – entered the list in ninth place.

Secondly, Tesla appears in the top ten for the first time. It scored well on 'Brand Experience', 'Difference' and 'Brand Purpose' thanks to the performance of the firm's pure-electric vehicles, their original features and an innovative sales model that eschews third-party franchised dealers.

Tesla Model S (2016) Front Side
Disruptive Tesla demonstrates that emerging car brands
can become more valuable than their established rivals.

Not much else has changed. Indeed, the leading seven manufacturers are identical to last year, so Toyota remains in first position ahead of BMW and Mercedes-Benz.

BrandZ™ Top 10 Most Valuable Global Car Brands 2016
Ranking: Cars Brand Brand Value (US$ M) Change Ranking: Overall Top 100
1 Toyota 29,501 +2% 28
2 BMW 26,837 +2% 33
3 Mercedes-Benz 22,708 +4% 39
4 Honda 13,195 -1% 74
5 Ford 13,084 0% 75
6 Nissan 11,479 +1% 92
7 Audi 9,497 -6% N/A
8 Land Rover 4,732 -5% N/A
9 Porsche 4,438 N/A N/A
10 Tesla 4,436 N/A N/A

In the overall league, Google is now ranked number one following a massive 32% brand-value increase. As a result, Apple has been relegated to runner-up status, but Microsoft is still in third spot.

Related post:
2015’s most valuable car brands named
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