Determining the value of a car brand can be a tricky exercise. There are so many variables to consider that ultimately, the results may differ from one study or another. What we do know is that, at the very least, the cream always rises to the top. The standings may be different depending on who the author of the study is, but it’s pretty much the same automakers making up a majority of the list.
In this exercise, we’re taking a look at the ten most valuable car brands, at least through the eyes of Interbrand, an independent agency that specializes in determining the world’s most valuable brands. Obviously, such a task involves creating a specific set of formulas and calculations using a variety of available information, including a company’s financial forecast and then using it with its own in-house-developed “role of brand” and “brand strength” calculations. If it sounds complicated, it’s because it is, especially in the current automotive climate where buzz words like “electrification,” “ride-sharing,” and “autonomous driving technology” have staked bigger pieces of influence among automakers of all shapes and sizes.
Even then, there are also certain requirements that each automaker has to meet to be eligible to be included in the list. These requirements include having a sales presence on at least three continents and having a third of a company’s revenue coming from its home market. Ultimately, it all boils down to a lot of tech jargon that’s a little above my head. What I can tell you, though, is that the final list that Interbrand came up with is both expected and revealing. A few notable names made it in predictable spots while a few surprise inclusions definitely raised our eyebrows.
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10. Porsche
Brand value: $10.13 billion
Top-selling model: Porsche 911}
It seems crazy to think that at one point in the last 20 years, Porsche was a struggling automaker that somehow couldn’t get out of its own way. Things have definitely changed since then, and a big part of that is tied into the German automaker’s decision to enter a market that it previously shied away from. Taking a risk, Porsche ultimately decided to build the Cayenne SUV, and the rest is history. Today, Porsche cracks the top 10 list of “most valuable auto brands in the world” for good reason. It’s arguably one of the most beloved automakers in the world, and it’s rounded its model lineup to include a performance saloon known as the Panamera to go with a steady diet of sports cars led by the Porsche 911 Turbo.
9. Volkswagen
Brand value: $11.52 billion
Top-selling model: Volkswagen Beetle}
If you’re surprised that Volkswagen is so far down on this list, don’t be. This is Volkswagen the automaker, not the auto conglomerate that owns three brands on this list. On the bright side, VW actually posted improvements in terms of its brand value compared to last year. It’s incremental growth of just one percent, but it’s growth compared to 2016 when it actually posted a drop of one percent in value. Still, it could’ve been a lot better for Volkswagen had it not gotten itself mixed into the Dieselgate scandal. Look for a better year ahead for the German automaker when the calendar flips to 2018.
8. Nissan
Brand value: $11.54 billion
Top-selling model: Nissan Sentra}
If there was an automaker that earned its place in this ranking, it has to be Nissan. That’s not an indictment on the automaker’s past, but a celebration of what it has achieved in recent years. Between launching models that have been positively received and maintaining a level-headed approach in an industry that’s continues to evolve like this one, Nissan has turned in one growth year after another, culminating in a four-percent growth for this year that was good enough to land it in the top 10 list of most valuable car brands in the world.
7. Audi
Brand value: $12.02 billion
Top-selling model: Audi A4}
The Nissan of Europe, or is Nissan the Audi of Japan? Either way, the comparison fits because Audi always seems to be third fiddle in Europe to BMW and Mercedes-Benz, just like Nissan plays the same role in Japan to Toyota and Honda. That’s not a slight towards either Audi or Nissan because both companies have thrived doing their own thing. In Audi’s case, it has managed to build up a brand that’s worth $12.02 billion, becoming the most valuable auto brand under the Volkswagen Group. This year, Audi even posted a two-percent growth that probably should be bigger had it not been weighed down by Dieselgate. Still, look for Audi to remain competitive to BMW and Mercedes-Benz, as it always has been in recent years.
6. Hyundai
Brand Value: $13.2 billion
Top-selling model: Hyundai Elantra}
It says a lot about Hyundai’s growth as an automaker that it finds itself on this list with some of the most established brands in the auto industry. This wasn’t always the case though, as the Korean automaker’s surge up to mainstream popularity didn’t happen until the last decade. But, thanks to an aggressive push towards relevancy and the introduction of popular models like the Elantra, Tucson, and Santa Fe, Hyundai’s ascension up the ranks is looking less fluky and more of a result of hard work and dedication. Don’t even be surprised if, by next year, Hyundai finds itself in going up the ladder into a more prominent spot on this list. That’s the kind of outlook we’re now expecting from a company that already increased its value year-on-year by at least five percent.
5. Ford
Brand value: $13.64 billion
Top-selling model: Ford F-Series Trucks}
Ford is the only American automaker on this list. It is a little bit embarrassing to see what’s become of General Motors and Chrysler, but at least Ford is representing the US here to a certain extent. The good news for the Blue Oval is that it posted a five-percent increase in its own value and getting it up to $13.64 billion. The bad news is that a lot of the automakers its ahead of have as good a chance as any to move up the rankings for next year’s list at the expense of Ford. I personally don’t think that’s going to happen because of the company’s strong foothold in one of the world’s biggest markets, but then again, stranger things have happened so it’s not a certainty that the automaker will retain its spot in the rankings. It is worth pointing out though that of the ten auto brands that made it on this list, only Ford can boast of having a pickup truck as its top-selling model. That counts for a win, right?
4. Honda
Brand value: $22.70 billion
Top-selling model: Honda Civic}
Barring the unlikely event of seeing something catastrophic come out of Honda, it looks like a certainty that Honda’s going to retain its status as the fourth most valuable auto brand in the world for the next few years. That’s because it’s brand value of $22.70 billion is on an island by itself. Ford needs to almost double its value to be able to even sniff Honda’s, and conversely, the Japanese automaker needs to double its own value in order to come close to competing against the company that sits third on this list. Still, a value of $22.7 billion is nothing to sneeze at, especially when it comes as a result of a three-percent growth compared to its value from the previous year. The timeless popularity of the Honda Civic has a lot to do with Honda being where it is, but so does the continuing presence of its robust crossover and SUV lineup that’s led by the CR-V. Look for Honda to remain one of the most valuable auto brands in the world for all the reasons I just mentioned.
3. BMW
Brand value: $41.62 billion
Top-selling model: BMW 3 Series}
Well, that was a huge leap, wasn’t it? From Honda’s $22.7 billion in brand value, we move up to BMW’s, which has a brand value of $41.62 billion. This is the power of what BMW has to offer and the niche it has carved for itself - sportier than an Audi, less uptight than a Mercedes - tells you exactly how the German automaker has built up its own brand to become a force to be reckoned with it in the industry. It still has a few miles to go before it can catch up to its biggest rival, but rest assured, the blueprint towards long-term success and sustainability is being put to good use. For one, a plethora of new models with more advanced tech features are scheduled to be released soon to complement some of Bimmer’s most popular model lines. Imagine what kind of cache it can gain with the release of the BMW 8 Series? For all of its success, it is quite ironic that BMW finds itself in this enviable position despite minimal movement on its brand value.
2. Mercedes-Benz
Brand value: $47.83 billion
Top-selling model: Mercedes C-Class}
The king of German automakers finds itself in the second spot, trailing only the king of Japanese automakers. It should be said that Mercedes’ ascension up the ranks didn’t happen by luck or sheer happenstance. It comes as a result of record-breaking sales that helped pave the way for the company to enjoy its highest profits and revenue in its entire history. Add that to its ever-increasing global popularity and the introduction of affordable models like the CLA-Class, and it becomes clearer and clearer as to why Mercedes-Benz actually increased its brand value by a whopping 10% year-on-year. At the very least, it created a big separation with BMW’s own brand value, something I’m sure the fine folks over at Mercedes are more than happy to point out.
1. Toyota
Brand value: $50.30
Best-selling model: Toyota Corolla}
Sitting pretty at the number one spot is Toyota, a position it has held for a few years now on the back of being the biggest automaker in the world. Toyota’s dominance as a carmaker can be best seen in the fact that it still holds a pretty good lead over Mercedes-Benz despite seeing its value take a dip by six percent. That tells you that there’s room for Toyota to have a down year and still reign supreme as the most valuable auto brand in the world. I don’t see the company’s status get challenged for at least a few more years, but that loss in value could become more worrisome if it starts becoming a trend. For now, the auto world still kneels at the feet of Toyota, as do companies like Netflix, Facebook, McDonalds and Disney for that matter.