By on September 17, 2010

Despite rising global sales and recording good profits ( Ray LaHood’s best attempts just aren’t good enough), the bad news keeps coming in for Toyota. Recently, Toyota lost a preliminary hearing that ruled they hid safety evidence (I think it’s safe to say that Dimitrios Biller is off Toyota’s Christmas card list). Now their brand has taken an official  hit.

Interbrand has compiled their annual 100 best global brands list. Toyota has slipped from 8th (previous year) to 11th (this year). According to Insideline, Toyota lost 16 percent of its brand value this year. The reasons cited for this fall were (as, I’m sure, you can guess) the recalls, the court hearings, etc. But it wasn’t all bad news. You see, despite losing 16 percent of its brand value, the Toyota brand still remains the top ranking car brand in the list. Car brands as a whole have suffered a loss of respect.  Close behind Toyota in 12th was Mercedes-Benz, BMW came in at 15th. Honda, also, took a bit of a pounding dropping from 18th (last year) to 20th (this year). Volkswagen jumped two spots from 55th (last year) to 53rd (this year). As with all surveys, Hyundai came out as the biggest improver, jumping 4 places from 69th to 65th.

Quite curiously, Ford, despite achieving record sales, mega profits and a good press, actually slipped one place from 49th (last year) to 50th (this year). But before the GM fan boys start crowing about Toyota’s and Ford’s slip, hold your tongues. Take a look at the full list and see if you can find Chevrolet, Cadillac, GMC or Buick on it.

Get the latest TTAC e-Newsletter!

12 Comments on “100 Best Global Brands List Is Sweet And Sour For Toyota....”

  • avatar

    Poor form TTAC.  Poor form.

    • 0 avatar

      Not so.  It’s The Truth About Cars, not What I Want To Hear About Cars.  Don’t feel bad; Chrysler isn’t on the list, either.
      Frankly, I’m surprised Marlboro comes out ahead of 82 others on the list.

    • 0 avatar

      You completely missed my point.  I have no beef with the list.  TTAC didn’t do the list so gritching about the list and rankings itself makes no sense.
      The above story doesn’t even qualify as an op-ed piece.  It is a sloppily written post I could find on any discussion forum on the web.  There is ZERO analysis on the why’s of the list (gee Ford went down one last year).  You know what, I could glean that myself in 30 seconds and a Google search.
      My beef is there is zero substance in this piece; I don’t come to TTAC to have spoon fed to me what I can find on my own.  I come here to be informed.  I am very fascinated by brands and equity attached to them; I guess my expectation was bit more than the, “hey, its obvious day at Camp Stupid, Toyota has strong brand equity and we’re still far ahead of Hyundai,” insight provided by the author.
      Harsh feedback?  Well, TTAJ to you, or TTAB.  This is a very poorly written story that should have never passed editorial review.

    • 0 avatar

      OK, point taken.  But sometimes TTAC pieces are written that way to generate discussion, such as “What’s Wrong With This Picture?”.  To that end, I’d say it worked here.

    • 0 avatar

      @Holdenssvse: Prolific writer W.E.B. Griffin says again and again (surely in jest) that you can tell the degree of another person’s intelligence by how often their ideas agree with yours.
      It is common (and pretty stupid) to attack the quality of the article (and the writer) if what is reported doesn’t agree with one’s notions. Read something you don’t like, then the article is bad, and the author a moron. See your views confirmed, and it’s Pulitzer material, even if verbatim copied from a press release.
      If it bugs you that Chevrolet, Cadillac, GMC or Buick or Holden are not on the list, then turn your ire towards the brand managers, or do what the brand managers do, turn your ire against Interbrand and their sloppy methodology.
      But don’t shoot the messenger. You may hit your foot instead.

  • avatar

    Not surprised, none of the GM brands deserve to be on it.

  • avatar

    And the only beer brands on that list are Budweiser, Corona and Heineken? Yuck! They’re all horrible. What has the world come to.

    • 0 avatar

      Which was more of my point above.  Microsoft above Apple?  Hewlett-Packard above Apple?
      I guess this is a whos-who of which marketing department screams the loudest, but I don’t exactly see a correlation of being on the list = quality. What I do see is being on the list means you have marketing bucks, yawn.

  • avatar

    I wonder where TTAC sits in the ranking of global brands.

  • avatar

    I slithered away from the article, the list and the comments well-satisfied believing the three entities involved were applicable to the theme of the site but since I do often delve into subsidiary topics in my quest for variety I suppose I am not a purist of the type I evidenced as becoming all-too-common at most mainstream printed car mags (C&D, R&T, etc) that increasingly bored me to the point I ceased reading those magazine while yearning for the written output of a past that has disappeared into the rear-view mirror of life as the sun setting upon the USA empire deepens the shadows within the dumpster of life so many of my socio-economic class are and will increasingly be seeking their vittles from.
    But I am merely one Disgruntled Old Coot huddled in a meager shanty surrounded by those who can afford their lawn ornaments of cars upon cement blocks and actually able to afford TWO couches… one inside and the other upon the porch.
    The wealthiest neighbors even have a… gasp!!!! 2nd ‘fridge in the garage for their beer!!!!!!

Read all comments

Recent Comments

  • Pete Zaitcev: I’m pretty sure the manual is going to come on B48 only.
  • slavuta: redapple sorry. I have to come back to Ukraine. I am listening this Ukrainian news channel as I do some work...
  • Corey Lewis: Noticed that picture and the text. Such a clear indicator of how the lexicon evolves rather quickly.
  • ToolGuy: @MitchConner, When put through google translate, your text comes back as “I’m jealous”...
  • ToolGuy: Regardless of your opinion of the current President, I think it’s helpful sometimes to get an...

New Car Research

Get a Free Dealer Quote

Who We Are

  • Adam Tonge
  • Bozi Tatarevic
  • Corey Lewis
  • Jo Borras
  • Mark Baruth
  • Ronnie Schreiber