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Mike Stevens | May, 28 2015 | 1 Comment

Toyota is again the world’s most valuable auto badge, according to the Top 100 Most Valuable Global Brands report published annually by research firm BrandZ.

The Japanese giant has held the top spot for four years out of the past five, stealing the throne from BMW in 2011 before losing it to the premium German brand in 2012.

The crown returned to Toyota in 2013, however, and the world’s best-selling carmaker has not relinquished it since.

BMW remains in second place, while Mercedes-Benz, Honda and Ford round out the top five. The bottom half of the top 10 included Nissan, Audi, Volkswagen, Land Rover and Lexus.

Toyota’s position at the top, although comfortable, appears far from secure. While the company’s brand value grew by a huge 21 percent last year to US$29.6 billion, the results for 2015 brought a 2 percent drop to US$28.9 billion.

BMW climbed a further 2 percent this year to US$26.3 billion, against last year’s 7 percent increase, while Ford built on its 56 percent increase last year with another 11 percent in 2015 for a US$13.1 billion brand valuation.

Audi saw the most significant growth this year, however, piling on 43 percent for a brand value of US$10.1 billion.

Land Rover overtook Chevrolet for the 9th spot, while Toyota’s luxury arm Lexus passed Chevrolet and Hyundai both to enter the top 10.

In the overall global consumer market, Apple (US$247 billion) passed Google (US$173.7 billion) to take the number one spot.

Both brands saw growth in the latest study, but Google’s 9 percent rise paled in comparison to Apple’s huge 67 percent boost in brand value.

The overall top 10 was rounded out by Microsoft, (US$115b), IBM (US$94b), Visa (US$92b), AT&T (US$89.5b), Verizon (US$86b), Coca-Cola (US$84b), McDonald’s (US$81b) and Marlboro (US$80b).



  1. Toyota, $28.9 billion (down 2%)
  2. BMW, $26.4 billion (up 2%)
  3. Mercedes-Benz, $21.8 billion (up 1%)
  4. Honda, $13.3 billion (down 5%)
  5. Ford, $13.1 billion (up 11%)
  6. Nissan, $11.4 billion (up 3%)
  7. Audi, $10.1 billion (up 43%)
  8. Volkswagen, $9.3 billion (up 10%)
  9. Land Rover, $5 billion (N/A)
  10. Lexus, $4.3 billion (N/A)


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