BMW Dethrones Toyota as the Most Valuable Automotive Brand in the World

Modified On May 22, 2012 06:20 PM By Vidyadhar

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Bavarian Motor Works (BMW) has once again dethroned a car maker from the top position and this time it is the Japanese auto giant Toyota Motors, who has been outshined by BMW in an annual ranking of the world’s top most brands. This ranking has been released as the BrandZ top 100 Most Valuable Global Brands by the Millward Brown, which is a market research company. According to this ranking the positions and brand values of Mercedes Benz, Audi and Volkswagen have been improved.

The Global Brand Director of Millward Brown, Mr. Peter Walshe mentioned that BMW is an efficient communicator which other car-makers care not and it undoubtedly has a very decent product line-up. He added that as a part of the greatest brands of the world BMWs consistency in terms of creating something different for the highly competitive auto market has been remarkable. Toyota Motors ruled the top spot in the automotive brands from 2006 till 2009, in 2010 BMW emerged as the top most players but in 2011 again, Toyota surpassed BMW.

According to Mr. Walshe, the troubles for Toyota started when the Japanese lands were struck by the unfortunate Tsunami and earthquake last year which made it lose its position as one of the best brands in the world. He added that Toyota Motors is known for the good value, reliability, quality and trustworthiness of its products and esp the mid-range products and due to the natural disasters all the issues being faced are finance related and not brand control and absolutely not in control of the company.

The disaster of last year definitely affected the brand value ranking of the companies like Nissan, Lexus and Honda but somehow they managed to remain in the top 10. On the other hand the German brands – Mercedes Benz, Volkswagen and Audi all were able to climb a bit in the brand value rankings on account of their increased business in the countries like India and China. Mr. Walshe stated that the basic reason behind the success of German auto giants is the benefit they are getting from exports.

In the ranking list only one auto maker from Korean lands could manage to bag a place in the top 10 which turns out to be Hyundai. According to Mr. Walsche Hyundai sitting at the ninth position is deriving benefits from the customers around the world who prefer quality and style at better prices that what premium brands have to offer.

The 2012 list of top 100 brands was topped by the previous year winner Apple with a brand value of $182.9 billion, IBM climbed at number 2 position with a brand value of $116 billion and pushed Google to number 3 who has a brand value of $107.9 billion. The list is prepared after interviewing more than 1 million consumers across the world and analyzing the financial and business performance of each and every company that is supplied by the data from the Bloomberg and Datamonitor.

The Millward Brand list of top 10 automotive brands with their brand value in billion dollars is: