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BMW knocks Toyota out of top spot in brand value survey


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BMW knocks Toyota out of top spot in brand value survey

04/28/2010, 6:40 PM BY DREW JOHNSON

BMW has ousted Toyota as the world’s most valuable car brand, finds Millward Brown’s BrandZ Top 100 survey. Toyota’s recent rash of safety recalls – which have involved more than 8.5 million vehicles worldwide — helped BMW sneak past for the number one spot.

Toyota’s brand value slipped 27 percent in the survey, but still registered a strong $21.77 billion. “It is likely that Toyota’s brand has suffered further in recent months, but it is a strong brand and is trying hard to overcome the damage through a major communications campaign,” Peter Walshe, Millward Brown global brand director, told Automotive News. “All of our evidence shows that strong brands are much more likely to recover from a crisis.”

BMW’s brand value actually slipped 9 percent, but managed to just beat out Toyota at $21.82 billion. Honda nabbed the third spot with a value of $14.3 billion.

BMW-rival Mercedes-Benz occupied the number four position on the list with a brand value of $13.74 billion, but that figure is down 11 percent from the year prior. Porsche saw an even bigger drop off, falling 31 percent to $12.02 billion – good enough for the fifth overall spot.

Volkswagen saw the highest jump of any automaker in brand value, climbing 20 percent to $6.99 billion. Ford wasn’t far behind, posting a 19 percent increase to $7.04 billion.



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