Toyota ‘world’s most valuable brand’
Toyota has overtaken Mercedes-Benz and Tesla to become the world’s most valuable automotive brand, according to a new report by consultancy firm Brand Finance.
The Automotive Industry 2025 report shows Toyota’s brand value has increased by 23 per cent from a year ago to US$64.7 billion (NZ$112.9b), driven by strong sales and a strategic focus on hybrid vehicles.
It adds that as many marques grapple with the slower-than-expected transition to battery electric vehicles (BEVs), the Japanese carmaker’s emphasis on hybrids has “resonated with consumers seeking fuel efficiency without the infrastructure challenges of EV adoption”.
The report also reveals Tesla’s brand value is down by 26 per cent to US$43b, pushing it down from second to third in the rankings.
The drop is attributed to Elon Musk’s firm missing revenue expectations, increased competition in the EV sector, and price cuts across key markets, particularly in China.
Mercedes-Benz, last year’s leader, is second on the chart as its brand value dropped by 11 per cent to US$53b after it missed revenue targets and revised profit margin expectations twice in 2024.
BMW and Porsche completed the top five with $42.5b and $41.1b respectively, with the pair trading places on the rankings from a year ago.
The rest of the top 10 was unchanged, with Volkswagen on $31.4b, Honda with $28.3b, Hyundai on $26.4b, Ford with $22.9b and Audi on $16.9b.
Ferrari has the fastest-growing brand value in the automobile sector, according to the report, after it shot up 36 per cent year-on-year to US$14.4b.
This helped the Italian carmaker jump from 14th in the rankings last year to 11th in 2025.
The brand’s strategy of maintaining exclusivity, high-margin models, and strong global demand is credited with driving its success.
Alex Haigh, Brand Finance managing director, Asia Pacific, says in a note to the report that the automotive industry is at a crossroads.
“Global EV sales continue to rise, while growth has slowed in key markets like the US and Europe,” he explains.
“Policy uncertainty, shifting regulations, and supply chain challenges are reshaping strategies across the industry.
“Meanwhile, China has asserted itself as the world’s leading car exporter, leveraging its dominance in EV battery production and cost-competitive pricing to gain market share.
“Traditional automakers must strike a balance between maintaining profitability today and investing in the technology that will define the future of mobility.”
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Values shown in US dollars
