Toyota remains the World’s most valuable car brand, with a brand value of US$26 billion, according to new research by leading brand valuation and marketing experts Brand Finance
Safety concerns forced the recall of millions of cars in 2010 leading to a brand value drop of US$1.2billion in Brand Finance’s 2011 report. Toyota’s woes continued the following year with a further brand value fall of US$1.7 billion, as the devastating Tokyo earthquake and tsunami disrupted manufacturing across Japan.
However, this year has seen an impressive turnaround. Toyota has held onto the number one spot of the BrandFinance® Auto 50 through troubled times and has begun a strong recovery this year.
Record sales of US$ 9.8 billion (up 23%) and expected net profits of US$8.9 billion have contributed to a six per cent brand value increase to US$26 billion while the Toyota brand has been strengthened and is now rated AA+.
Volkswagen finished in second place on $23.7 billion, followed by BMW in third on $23.2 billion. The top five was completed by Mercedes-Benz on $20.3 billion and Ford on $19.6 billion.
