Toyota snags top spot from Mercedes-Benz
Annual report puts valuation on top brands
There is a new automotive brand boss for 2021, as Toyota has passed Mercedes-Benz to be the world’s most valuable auto brand says Brand Finance. It’s the first time for Toyota at the top of the list since 2017, and the automaker could pull ahead depending on how the current chip shortage plays out over 2021.
The annual report calculates brand value using its own methodology along with ISO standards to put a value on the value of the nameplate, not just profits and losses or total stock value though the former does play a part. By that metric, Toyota, with a value of US $59.5 billion, has the highest brand valuation. The report mentions Toyota’s plans to enter the EV market soon along with Subaru, while the automaker’s expectation to see a lower reduction of output related to the ongoing semiconductor shortage also plays a part.
Second place went to Mercedes-Benz, which the report says list 10.5 percent in value to place it at $58b, while behind it were Volkswagen, BMW, and Porsche rounding off the top five. Sixth through tenth were Tesla, Honda, Ford, Volvo, and Audi, with 10th place Audi getting a valuation of $16.7B.
Brand strength, which is based on future estimated strength, current brand perception equity, and other proprietary measures, put Ferrari at the top once again this year, though Maruti Suzuki shot up eight spots to second, Toyota ranked third, Mahindra fourth and Honda fifth.
