Friday, January 27, 2023
News Toyota Retains Top Spot As World's Most Valuable Brand

Toyota Retains Top Spot As World’s Most Valuable Brand

Despite a mild drop in value from 2019 to 2020, Toyota manages to remain the most valuable car brand in the world.

  • Nissan suffered the biggest loss at -18% and dropped to 7th place.

  • Tesla is the only brand to have gained in value and now sits at #4.

  • GM and FCA did not make the Top 10.

This list is fascinating in the sense that without actual numbers or data, guessing the top 5 brands would have been possible – the order would not have matched with the exception of the #1 spot. Toyota remains the most valuable car brand on the planet and Tesla moves from 7th position in 2019 to 4th, passing Honda, Ford, and Nissan in the process.

Tesla Cybertruck interior
Tesla Cybertruck | Photo: Tesla

Calculating this list is done by Kantar, which effectively finds the top 100 most valuable brands in the world. While the hard data is fascinating, if you’re into this type of thing, the most interesting aspect is the insight that comes from analyzing the brands. For example, the fact that Nissan has dropped considerably in worth is directly linked to the uncertainty that lies within the company and languishing interest in the product from the buying public.

2021 BMW M5
2021 BMW M5 | Photo: BMW

In Tesla and Toyota’s cases, it’s about the experience and expectations. The 4th spot-holding Tesla is considered more like a technology company that sells cars and consumers want to be part of this “experience.” It’s become something to belong to – have you ever tried to get a word in edgewise when talking about cars with a Tesla owner? As for Toyota, their reputation for building reliable and durable products is also a type of experience.

Likewise, brands that are in the process of developing their EVs and letting it be known to have a better chance at stalling brand depreciation. The financial crisis that occurred at the end of the 2000s hurt the auto industry to a point where it still has not recovered.

2021 Mercedes-AMG E 63 S | Photo: Mercedes-AMG

Even so, three car brands, Toyota, Benz, and BMW have made the Top 100 list. Tesla just barely missed getting on the list but we suspect they’ll be there next year.

Here are the Top 10 most valuable car brands in the world:

Brandz Car s Top 10

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Matt St-Pierre
Trained as an Automotive Technician, Matt has two decades of automotive journalism under his belt. He’s done TV, radio, print and this thing called the internet. He’s an avid collector of many 4-wheeled things, all of them under 1,500 kg, holds a recently expired racing license and is a father of two. Life is beautiful. Send Matt an emai


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