Toyota still number one
For the sixth consecutive year, Toyota has earned the title for the most valuable brand among car manufacturers, according to the annual BrandZ Top 100 Most Valuable Global Brands study.
Toyota's brand value reached NZ$43.44 billion, representing an increase of five per cent compared to 2017.
The increase can be credited to the strong demand for its SUVs in Europe and the US said Peter Walshe, Global BrandZ director.
"SUVs remain desirable products to those who put a high value on their safety and power," Walshe, told Automotive News Europe. "Overall, the Toyota brand is incredibly reliable and represents fantastic value and quality."
Toyota has been number one in 11 of the 13 years the study has been carried out. In the years the brand didn't come out on top, 2010 and 2012, it finished in second place.
Mercedes, which topped BMW brand in global vehicle sales in 2016 and 2017, increased its brand value by nine per cent to NZ$37.23 billion to surpass BMW. BMW grew four per cent to NZ$37.08 billion.
Mercedes’ growth was attributed to its strong performance in China, Brazil and Russia as well as the success of the new E class, Walshe said.
The rest of the top ten were as follows: Ford (4), Honda (5), Nissan (6), Audi (7), Tesla (8), Maruti Suzuki (9), and Volkswagen (10).
After a two-year absence, Volkswagen has re-entered the ranking at tenth place with a value of roughly NZ$8.69 billion, up from NZ$7.39 billion last year. Volkswagen dropped out of the ranking in both 2016 and 2017 due to backlash from its emissions scandal.
