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AutoNews.com reports that BMW is now the most valuable of automotive brands worldwide, based upon a strong showing on the Millward Brown BrandsZ Top 100 survey. BMW’s rise takes them above Toyota, who was damaged considerably by recent scandals over mechanical defects. While Millward Brown Global Brand Director Peter Walshe believes Toyota will bounce back next year on the BrandsZ Top 100, BMW AG will enjoy its position for as long as possible. BMW moved into the top slot despite a nine percent decrease from the previous year. A 27 percent drop could mean that Toyota’s trouble won’t vanish in a single year, however.

Ford climbs high in BMW’s year

Not to be outdone, Ford and Volkswagen increased in value significantly according to the BrandsZ Top 100, to the tune of 19 and 20 percent, respectively. For Ford, Walshe is certain that their recent technological advancements (voice control, improved emission-handling and social media triumphs) were responsible for the increased showing. Along with Audi, VW made a fine showing because they are “viewed as trustworthy brands with style, global distribution, German engineering and lower prices than prestige.”

Toyota has company on the way down

Luxury automotive brands like Mercedes-Benz (11 percent) and Porsche (31 percent) also took significant brand value hits, which is part of why the combined value of the six automakers that made BrandsZ Top 100 is down 15 percent overall. The overall drop was larger than that of any other industry included in the survey, and bailouts and recalls are the likely explanation.

Top 10 auto brands worldwide by value

Millward Brown’s BrandsZ Top 100 is based on more than 1 million global consumer interviews and business performance analysis extrapolated from Bloomberg and Datamonitor data. Google, IBM and Apple sit atop the prestigious survey, with brand values ranging from $ 114 billion to $ 83 billion. Here are the top 10 most valuable auto brands on the list (value in billions of dollars; top 100 rank in parenthesis):

  • BMW 21.82 billion dollars (ranked 25th)
  • Toyota 21.77 billion dollars (ranked 26th
  • Honda 14.3 billion (Forty-sixth)
  • Mercedes 13.74 billion dollars (ranked 53rd)
  • Porsche 12.02 billion (Sixty-fifth)
  • Nissan 8.61 billion (Eighty-sixth)
  • Ford 7.04 billion (not in top 100)
  • VW $ 6.99
  • Audi 3.62 billion dollars (out of BrandsZ Top 100
  • Renault $ 3.26

Sources

BMW has moved into the lead

http://www.autonews.com/apps/pbcs.dll/article?AID=/20100428/COPY01/304289884/1254

Millward Brown’s BrandsZ Top 100

http://www.millwardbrown.com/Libraries/Optimor_BrandZ_Files/2010_BrandZ_Top100_Report.sflb.ashx

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