Toyota Climbs Ladder of Most Valuable Brands, Tesla Cracks the Top 100

Steph Willems
by Steph Willems

Interbrand released its annual list of the world’s top 100 brands, a ranking that now contains an independent automaker.

While Toyota climbs one spot to the No. 5 position (the highest of all automakers), Tesla has muscled its way onto the field, slotting at No. 100. Volkswagen continues the brand value descent it began last year, falling from No. 35 to No. 40 and posting a value decline of 9 percent.

There’s grim news for GM, as none of its brands made the list this year.

Mercedes-Benz now finds itself in the Top Ten, a heady hangout dominated by Apple, Google, and Coca-Cola. The German automaker moves up three spots, from No. 12 to No. 9. Meanwhile, its chief rival, BMW, went nowhere, staying put in the No. 11 spot. Honda gave up ground, slipping from No. 19 to No. 21.

In general, most of the automotive brands saw gains this year, with the most significant jumps coming from those near the bottom. For example, Mini leaped up ten spots in this year’s brand ranking, settling in at No. 88. Land Rover moved up to No. 78 from last year’s 87th place.

Chevrolet, which was ranked No. 85 last year, is nowhere to be found on the list.

The full list of automakers in the top 100 are:

Toyota (No. 5)

Mercedes-Benz (No. 9)

BMW (No. 11)

Honda (No. 21)

Ford (No. 33)

Hyundai (No. 35)

Audi (No. 38)

Volkswagen (No. 40)

Nissan (No. 43)

Porsche (No. 50)

Kia (No. 69)

Land Rover (No. 78)

Mini (No. 88)

Tesla (No. 100)

Interbrand calls itself a pioneer in the field of brand valuation. Brands are ranked based on a number of elements, including ability to generate profit, consumer demand, and customer loyalty.

Steph Willems
Steph Willems

More by Steph Willems

Join the conversation
17 of 19 comments
  • Bikegoesbaa Bikegoesbaa on Oct 05, 2016

    It's amazing how in 2 generations GM went from "widely beloved institution" to "almost nobody cares".

    • See 2 previous
    • Bd2 Bd2 on Oct 07, 2016

      Eh - GM's "problem" is that it is split into numerous brands - Chevy, Buick, Cadillac, GMC, Opel and Vauxhall. GM is generating a Billion a month in pre-tax profit - so think that they are doing more than fine.

  • Old Man Pants Old Man Pants on Oct 05, 2016

    While of course Toyota and Honda belong at the top of any vehicle assessment this "branding valuation" stuff strikes me as equally objective and informative as a high school clique. I mean, seriously, German cars in with Japanese?

    • See 4 previous
    • Corey Lewis Corey Lewis on Oct 06, 2016

      @stuki People can't separate brand value or prestige and reliability/quality. In a car group on Facebook, I say "Cadillac doesn't have the brand prestige to compete with the high dollar Germans." Four dudes named Rick chime in, "Dude Mercedes and BMW aren't reliable at all and they cost so much to repair!" Yeah that's NOT WHAT I'M SAYING, MORONS.

  • Roberto Esponja Roberto Esponja on Oct 05, 2016

    Jeep didn't make the list? Please...

    • See 2 previous
    • Thattruthguy Thattruthguy on Oct 07, 2016

      @ajla H-D is unique worldwide. Many countries have a popular local 4x4.

  • Jagboi Jagboi on Oct 05, 2016

    I was surprised to not see things like Exxon on the list. Shell looked like the only oil company.