Toyota Climbs Ladder of Most Valuable Brands, Tesla Cracks the Top 100
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.
It's amazing how in 2 generations GM went from "widely beloved institution" to "almost nobody cares".
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?
Jeep didn't make the list? Please...
I was surprised to not see things like Exxon on the list. Shell looked like the only oil company.