In Interbrand’s Best Global Brands ranking, one car manufacturer ranks in the top ten: Toyota, also the world’s number one in production.
Few other industries are currently in such a state of upheaval as the automotive industry. This is mainly due to rapid digitalization, raw material shortages, and the swift transition to the electric era. Even so, one car brand features in the world’s ten most valuable brands.
Car manufacturers are fairly well represented
Apple, Microsoft and Google top the ranking of the world’s most valuable brands. Car manufacturers are fairly well represented, however. Toyota once again stands head and shoulders above the rest, while Tesla has taken a considerable hit.
In the latest edition of Interbrand’s international brand ranking, Toyota ranks ninth among all brands worldwide. This means Toyota is ahead not only of its automotive rivals, but also of countless major international companies. Toyota may trail brands such as Coca-Cola, Instagram, Nvidia, Samsung, Amazon, Google, Microsoft, and Apple, but it is one place ahead of YouTube, for example.
After Toyota, the next car brand we come across is Mercedes-Benz, in 20th place, with BMW two places behind. Hyundai is also doing well, ranking 29th.
Honda’s position makes the importance of a brand name clear. The Japanese manufacturer ranks 45th worldwide. Honda has a relatively modest presence in certain parts of the world, and certainly in the EU lately, but internationally the brand still has a particularly strong reputation. That name is evidently worth a great deal.
Tesla loses ground, Ferrari rises
Perhaps the most striking development is Tesla’s dramatic fall. In 2024, the American brand ranked 12th. A year later, it had already slipped to 25th. Tesla has now fallen out of the top 40 altogether and now ranks 50th.
Tesla’s brand value is clearly suffering from developments surrounding its chief executive, Elon Musk. Although the manufacturer still sells many cars, the brand name seems less appealing than it did a few years ago. After all, this ranking is not about sales figures, but about a brand’s value and international strength.
Ferrari, by contrast, is doing remarkably well. The Italian sports car manufacturer ranks 51st, close on Tesla’s heels, proving that brand image matters far more than the number of cars sold. Porsche ranks 66th, while Volkswagen settles for 71st.
Audi, in 65th place, is also far behind Mercedes-Benz and BMW. So, one can easily say that not all German premium brands are equally successful when it comes to international brand value.
Financial performance is a key factor
To be included in Interbrand’s Best Global Brands list, a company must operate on at least three major continents, have a strong presence in emerging markets, and generate 30% of its revenue outside its home country. It must also earn no more than half of its revenue on any one continent.
The assessment focuses primarily on the financial performance of the brand’s products or services, the brand’s role in the purchasing decision, and its ability to secure future revenue.
