The conclusion comes from Brand Finance, an international consulting company that works in the area of valuation and definition of the value of brands, and which has just presented the 2018 ranking of the most valuable automobile brands. Which reveals a rise to the first place of Mercedes-Benz, following a deep overtake to rivals Toyota and BMW.
According to this study, the Stuttgart brand achieved, compared to the last edition of the ranking, a remarkable growth in terms of brand value, registering, in this domain, an impressive increase of 24%. A result that made it the most valuable automobile brand on the planet, with a stipulated value of 35.7 billion euros.
Just behind, in the following podium positions, there is the previous leader, the Japanese Toyota, valued at 35.5 billion euros, with the third and last place belonging to the previous second placed, the also German BMW, with a value of €33.9 billion.
Aston Martin is the brand that values the most, Volkswagen is the most valuable group
Also among the facts that deserve to be highlighted, a reference to the stratospheric rise of Aston Martin, with a rise of 268%, starting to be worth, in 2018, something like 2.9 billion euros. Having moved from the previous 77th place to the current 24th place.Among the automobile groups, the Volkswagen Group remains the most valuable, having been valued at something like 61.5 billion euros.
Electric vehicles: Tesla rises the most in consumer expectations
Among electric vehicles and although still a long way from the more traditional builders, helped by an offer that today encompasses both combustion engines and hybrid and electric propulsion systems, a mandatory highlight for the American Tesla, who only rose from the last year. 30th to 19th place, thanks to an increase of 98%. Thus, it has a value of 1.4 billion euros. And, this, despite the constant news of delays and technical problems in the production of the new Model 3.
Brand Finance among the founders of ISO 10668
With regard to Brand Finance, author of the study, it is not only a consultant whose activity is focused on determining the value of brands, but also one of the companies that helped to establish the international parameters used to define these values. They gave rise to the ISO 10668 standard, the name given to the set of procedures and methods used in stipulating the value of brands.
Add that, in determining the final value, several factors are taken into account, which are also representative in the recognition of each of the brands. And, consequently, in the value of each one of them.