Interbrand: Toyota Most Valuable Global Automotive Brand
Aside from giving away FCVs at environmental media award celebrations, Toyota is Interbrand’s most valuable automotive brand on its Best Global Brands list, moving from No. 10 to No. 8 overall in 2014.
Despite the $1.2 billion fine levied by the U.S. Justice Department for concealing defects linked to unintended acceleration, followed by a recall of 6.4 million units over airbag and seat issues weeks later, the New York-based brand consultancy group says its higher ranking is a result of the following:
- Brand perception: Though considered as a solid brand known for quality over spirit, Toyota’s campaigns as of late are helping to build a more lively image.
- Technological advancement: Vehicles like the Mirai and Prius are just two examples of the automaker’s environmental stewardship — Interbrand ranked Toyota No. 2 in this year’s Best Global Green Brands list — while collaborations with Microsoft and BMW help to drive further developments in engineering and mobility.
- Resource allocation and diversity: Toyota aims to increase the number of women in managerial positions to 320 by 2020, 570 by 2030. The recent relocation of its U.S. headquarters from California to Texas will mean more efficient productivity and greater collaboration between its sales, marketing and manufacturing teams.
Among the rest of the global auto players among the overall list of 100 global brands, Mercedes-Benz represents Europe at No. 10, Ford comes in for the United States at No. 39, and Hyundai raises the flag for South Korea at No. 40.