According to a report by Automotive News quoting a survey compiled by the market research company Millward Brown, BMW Group has overtaken Toyota as the world’s most valuable automotive brand.
Compared to 2009 ranking, BMW brand’s brand value declined 9 percent to just over $21.8 billion, according to the study. Toyota’s brand value dropped 27 percent to just under $21.8 billion due to the automaker’s massive recall campaign just a few months back.
According to the same survey, Ford and Volkswagen AG improved their brand value. Ford boosted its brand value by 19 percent to $7 billion while Volkswagen increased its brand value by 20 percent to just under $7 billion. The VW-owned premium brand Audi, improved 2 percent to $3.6 billion.
“Both carmakers are viewed as trustworthy brands with style, global distribution, German engineering and lower prices than prestige makes such as BMW and Mercedes,” Millward Brown said in a statement.
BMW’s classic competitor Mercedes-Benz was ranked the world’s No. 4 most valuable brand according to the study, shy of the third-placed held by Honda. Mercedes saw its brand value decline 11 percent to $13.7 billion. Porsche’s brand value fell 31 percent to $12 billion.
Worthy brands
World’s most valuable car brands in $ billion; rank in top 100
1. BMW $21.82– (25)
2. Toyota $21.77 — (26)
3. Honda $14.30 — (46)
4. Mercedes $13.74 — (53)
5. Porsche $12.02 — (65)
6. Nissan $8.61 — (86)
7. Ford $7.04 — *
8. VW $6.99 –
9. Audi $3.62 –
10. Renault $3.26 –
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