Toyota is World’s Most Valuable Auto Brand in 2015
Every year, Brandz publishes their Top 100 Most Valuable Global Brands study. This year, Japanese automaker Toyota remains king of the hill as the undisputed most valuable automotive brand. According to the report, Toyota boasts a brand value of $28.9 billion, which puts them at the 30th most valuable brand overall.
The news honestly doesn’t come as too much of a surprise for Toyota. Just earlier this month, they published their May sales reports, which specifically highlighted the success of their light trucks. The press release stated, “Strong May results boosted the industry to the best sales pace since last summer. Toyota Division light trucks reported a best ever May, helping Toyota to over 200,000 units for the month.”
The sales report goes on to specify that May sales are up 13.4% for light trucks, which is a May record. Narrowing down even further, they say that Tacoma and Tundra pickup sales exceeded 29,000 units, which is a 15.4% increase over the year before. The Highlander managed to do even better, with an enormous 25.2% sales growth compared to the previous year… Probably due to the significant decrease in gas prices.
Toyota’s luxury brand, Lexus, is also doing exceptionally well this time of year, particularly their new utility vehicles. Lexus’ VP and general manager report that demand for Lexus’ premium utility vehicles has grown to 48% of total sales volume, up from 43% during the same time last year. He attributes the growth to “the momentum provided by […] growing consumer awareness of our newer models, such as the NX crossover and RC coupe.”
Going back to the Brandz Top 100 Most Valuable Global Brands 2015 report, it appears that the automotive industry is ruled by three powerhouses. Toyota sits at the top with a $28.9 billion valuation, BMW is number two at $26.3 billion, and Mercedes-Benz pulls up third with an estimated value of $21.7 billion. Then, there is a significant jump down to spot number four which is held by the $13.3 billion Honda. Ford ekes in at fifth with $13.1 billion, Nissan takes sixth with $11.4 billion, then Audi at $10.1 billion (a 41% increase from last year!), VW at $9.2 billion, Land Rover at $4.9 billion and Lexus at $4.3 billion.
Yes, that means that Toyota is the number one automotive brand WITHOUT counting the value of their luxury arm.
Even though the automotive industry’s value grew 3% as a whole from 2014 to 2015, that’s a significant decrease from the 17% value increase that took place from 2013 to 2014. The Brandz study noted that carmakers in 2015 and onward “face a paradoxical dilemma: their product quality is better than ever, but their brands are increasingly difficult to differentiate.” With that in mind, it’s no wonder that Toyota sits on top since they have arguably the most consumer trust… As long as the biggest perceived difference between automakers is reliability, not features, then there’s no doubt Toyota will remain on top.
