Although Toyota is the best-selling brand in the world, it’s not the most valuable. According to Kantar BrandZ Global Brands, Tesla tops the global rankings by automotive brand value at $67,662 million, almost 2.5 times more than the Japanese brand, which reached $28,513 million in 2023, which marks the 100th most valuable brand worldwide in different categories.
One of the common aspects of all automotive brands is the drop in value compared to previous years, partly due to the impact of the fall in sales due to the component crisis and the consequent delivery delays, as well as the complex economic situation caused by inflation that a large part of the world’s consumers are experiencing.
If we analyze the positions in this ranking, we must stop at several interesting aspects. In the case of Tesla, one of its great assets is that the value of its brand not only affects its vehicles but also its network of superchargers, so that it forms a whole around the electric car, which has proven to be an established formula for the mobility of the Future. Added to this is the price reduction on some models, which allows greater accessibility for the consumer’s wallet.
It is precisely this classification that shows that two of the most valuable brands are purely electric: the aforementioned Tesla and BYD, which is expanding throughout the old continent. However, electrification is the general pattern across all brands in the ranking, although their origins lie in combustion. For example, Toyota is not only the world’s leading brand in sales but also continues to maintain a high value after learning of a recent investment of up to €37,000 million to accelerate its commitment to electrification.
In this ranking, too, there is no lack of the so-called “German bloc,” with Mercedes-Benz at the top. The star brand maintains its privileged position, especially after announcements such as the forthcoming manufacture of eight gigafactories for batteries this decade. Audi, in turn, reaffirms its ambitious goal of only bringing new electric vehicles onto the market in 2026, while BMW is also preparing for the future with its new batteries with 20% more capacity and up to 30% faster charging times. In this German power, Porsche cannot be missed, which is gaining strength after its record world sales in 2022, which make it the most profitable manufacturer in the Volkswagen group.
Looking at the overall ranking, Apple is the most valuable brand with a value of $880,455 million (€805,661 million), followed by Google at $577,683 million (€528,603 million). According to these analysts, Apple’s leadership in brand value is due to its resilience. In a complicated socio-economic context, the tech company was able to justify its high prices with positive consumer perceptions.
Microsoft, in turn, now ranks third, to the detriment of Amazon, which falls to fourth place. If the computer group is now worth $501,856 million (€468,477 million), the company founded by Jeff Bezos remains worth $468,737 million (€428,911 million). In our country, Zara is the only Spanish representative in the top 100 in the world, with 18,395 million dollars (16,829 million euros).
