The Japanese may have clinched the top spot (for automotive brands) in Interbrand’s 2020 Global Brand Ranking, but half of the top ten spots belong to leading German marques!
Brand consulting firm Interbrand has released its annual Best Global Brands ranking for 2020 and in the automotive sector, Toyota has claimed the top spot, with its current brand value pegged at $51.6 billion. Interbrand determines each brand's current value via a comprehensive assessment of its fiscal and marketing operations, which are also used to calculate the brand's future revenue projections.
Following Toyota in the list is Mercedes-Benz, with its current brand value at $49.3 billion and the top-three is rounded off by BMW ($39.76 billion). Behind BMW, Honda ($21.7 billion) and Hyundai ($14.3 billion) occupy fourth and fifth places, respectively. While Toyota and Mercedes-Benz are quite close in terms of their brand value, there's a considerable gap between Mercedes-Benz and BMW. The value gap continues to be significant even down the order (compared to Toyota and Mercedes-Benz).
If we talk about the top 10 auto brands though, the list continues with other eminent names like Tesla ($12.8 billion), Ford ($12.57 billion), Audi ($12.43 billion), Volkswagen ($12.27 billion) & Porsche ($11.3 billion) present in the top 10 (in the same order).
Interestingly, all of the top 10 auto brands have witnessed a drop in brand value in 2020 (year-on-year basis) except Hyundai, the Korean marque being the only one to have registered 1% growth in brand value.*
*Data unavailable for Tesla.