AutoNews.com reports that BMW is now one of the most valuable of automotive brands worldwide, based upon a strong showing on the Millward Brown BrandsZ Top 100 survey. Toyota Motor Corp. had been the leader the year before in the annual poll, but their recall troubles and travails in Congress knocked them back to the number two spot among automakers (26th overall). 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. BMW moved into the top slot despite a nine percent decrease from the previous year. A 27 percent drop could mean that Toyota’s trouble won’t vanish in a single year, nevertheless.
BMW rules, despite Ford’s high climb
Ford (19 percent) and Volkswagen (20 percent) both experienced a tremendous increase in brand value on the BrandsZ Top 100. Walshe attributes Ford’s success to technological innovations like voice-controlled systems, improved emission control and a strong social media presence. Volkswagen and Audi (2 percent increase) are “viewed as trustworthy brands with style, global distribution, German engineering and lower prices than prestige,” according to a Millward Brown press release.
Toyota has business on the way down
Brands like Mercedes-Benz and Porsche also dropped considerably, which comes as no surprise when one considers that the top six automakers on the BrandsZ Top 100 took a 15 percent nosedive as a whole. The 15 percent drop is the largest in any sector on the survey, thanks to bailouts and recalls.
Top 10 automotive brands on the BrandsZ Top 100
The Millward Brown’s BrandsZ Top 100 is based upon a combination of consumer interviews and corporate performance as derived from Bloomberg and Datamonitor records. Overall, Google stands atop the list with $ 114 billion in brand value, when IBM ($ 86 billion) and Apple ($ 83 billion) round out the tech trio. Without further ado, here are were the top 10 most valuable auto brands rank on the BrandsZ Top 100:
- BMW 21.82 billion dollars (ranked 25th)
- Toyota 21.77 billion (Twenty-sixth)
- Honda 14.3 billion dollars (ranked 46th)
- Mercedes 13.74 billion dollars (ranked 53rd)
- Porsche 12.02 billion (Sixty-fifth)
- Nissan 8.61 billion (Eighty-sixth)
- Ford 7.04 billion (not in top 100)
- Volkswagen 6.99 billion (not in top 100)
- Audi 3.62 billion dollars (out of BrandsZ Top 100
- Renault 3.26 billion dollars (out of BrandsZ Top 100)
Article Sources
BMW has moved to 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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