Every year the North American consultant Interbrand presents its report on the 100 most valuable brands in the world and this year is no exception. As happened last year, 15 car brands are part of this Top 100.
There are three evaluation pillars for Interbrand to form this list: financial performance of the brand's products or services; role of the brand in the purchase decision process and brand strength in order to safeguard the company's future revenues.
Another 10 factors are taken into account in the evaluation process, divided into three groups. Leadership, Involvement and Relevance. In the first, Leadership, we have the factors of direction, empathy, alignment and agility; in the second, Involvement, we have distinction, participation and coherence; and in the third, Relevance, we have the factors presence, affinity and trust.
If last year the pandemic negatively affected the value of car brands, in contrast to that of other non-car brands, especially technology brands, which ended up benefiting from the acceleration of digital transformation during this past year, in 2021 there is a recovery of that lost value.
What are the 15 most valuable car brands?
The first automotive brand among the 100 most valuable brands is Toyota, which comes in 7th position, a position it has held since 2019. In fact, the podium in 2021 is a repeat of what we saw in 2020 and 2019: Toyota, Mercedes-Benz and BMW . Mercedes-Benz is immediately behind Toyota, being the only two car brands in the Top 10.
The biggest surprise of the year was Tesla's dazzling climb. If in 2020 it debuted in this Top 100 of the most valuable brands, reaching the 40th position overall, this year it rose to the 14th position overall, being the 4th most valuable automobile brand, dethroning Honda from that position .
Highlight also for Audi and Volkswagen, which surpassed Ford, as well as for MINI, which changed positions with Land Rover.
- Toyota (7th overall) — $54.107 billion (+5% over 2020);
- Mercedes-Benz (8th) — $50.866 billion (+3%);
- BMW (12th) — $41.631 billion (+5%);
- Tesla (14th) — US$36.270 billion (+184%);
- Honda (25th) — $21.315 billion (-2%);
- Hyundai (35th) — $15.168 billion (+6%);
- Audi (46th) — $13.474 billion (+8%);
- Volkswagen (47th) — $13.423 billion (+9%);
- Ford (52nd) — $12.861 billion (+2%);
- Porsche (58th) — $11.739 billion (+4%);
- Nissan (59th) — $11.131 billion (+5%);
- Ferrari (76th) — $7.160 billion (+12%);
- Kia (86th) — $6.087 billion (+4%);
- MINI (96th) — 5.231 billion euros (+5%);
- Land Rover (98th) — 5.088 million dollars (0%).
Outside of automotive brands and revisiting the overall Top 100, the five most valuable brands in the world according to Interbrand all belong to the technology sector: Apple, Amazon, Microsoft, Google and Samsung.
Source: Interbrand