BMW has risen to the top of the Millward Brown BrandsZ Top 100 survey, making BMW one of the most valuable automobile brand on earth, reports AutoNews.com. BMW’s rise takes them above Toyota, who was damaged considerably by recent scandals over mechanical defects. While Millward Brown Global Brand Director Peter Walshe believes Toyota will bounce back next year on the BrandsZ Top 100, BMW AG will enjoy its position for as long as possible. Despite a 9 percent value decline from 2009, BMW’s brand power was a lot more than enough to secure top honors among world automakers. By contrast, Toyota’s brand value dropped a whopping 27 percent over the exact same period.
BMW rules, despite Ford’s high climb
Both Ford (19 percent) and German automaker Volkswagen (20 percent) had reasons to cheer about their placement on the BrandsZ Top 100. Walshe said that Ford’s exciting new technology – from voice control to better emissions standards and exciting social media – played a large role in their surprising success on the survey. Volkswagen and Audi (2 percent increase) are “viewed as trustworthy brands with style, global distribution, German engineering and lower prices than prestige,” as outlined by a Millward Brown press release.
Toyota has business within the doldrums
The global recession hit luxury auto brands like Mercedes-Benz (11 percent) and Porsche (31 percent) hard as well, which played a key role in the overall drop of 15 percent for the top six automakers on the BrandsZ Top 100 survey. The 15 percent drop is the largest in any sector on the survey, thanks to bailouts and recalls.
Top 10 auto brands worldwide by value
Millward Brown’s BrandsZ Top 100 is based on a lot more than 1 million global consumer interviews and business performance analysis extrapolated from Bloomberg and Datamonitor data. Google leads the Top 100 brands at $ 114 billion, while IBM ($ 86 billion) and Apple ($ 83 billion) follow. Here are the top 10 most valuable auto brands on the list (value in billions of dollars; top 100 rank in parenthesis):
- BMW $ 21.82— (25)
- Toyota 21.77 billion (Twenty-sixth)
- Honda 14.3 billion (Forty-sixth)
- Mercedes-Benz 13.74 billion (Fifty-third)
- Porsche $ 12.02 – (65)
- Nissan 8.61 billion dollars (ranked 86th)
- Ford $ 7.04 – (did not rank)
- Volkswagen 6.99 billion dollars (out of BrandsZ Top 100)
- Audi $ 3.62
- Renault $ 3.26
Sources
BMW has moved into the lead
http://www.autonews.com/apps/pbcs.dll/article?AID=/20100428/COPY01/304289884/1254
Millward Brown’s BrandsZ Top 100
http://www.millwardbrown.com/Libraries/Optimor_BrandZ_Files/2010_BrandZ_Top100_Report.sflb.ashx
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