Toyota is the world’s most valuable automotive brand

Toronto, ON., (May 22, 2013)– Toyotareclaimed the top spot as the most valuable automotive brand in the BrandZ™ Top 100 Most Valuable Global Brands for 2013. Toyota’s brand value surged by 12% to $24.5 billion USD over the past year, one of the biggest movers in the automotive sector.

In the eight years since the BrandZ™ report was first published in 2006, Toyota was crowned brand value leader in the automotive sector six times, and second on two separate occasions.

According to the report, although automotive sales improved in some regions, they remained below pre-recession levels in others, adversely impacting overall brand values. In contrast, global sales for Toyota Motor Corporation (1) in 2012 increased by 22.6% to 9.75 million units which positively contributed towards the company’s brand valuation in this year’s report.

BrandZ™ also suggests that brand value developments in the sector were shaped in part by the growth of customer affinity towards hybrid vehicles.

Since Toyota pioneered the world’s first mass produced full hybrid vehicle in 1997 – Toyota Prius – sales of Toyota and Lexus hybrid models have exceeded 5 million globally. Customers in Canada can choose between 11 Toyota and Lexus hybrid models, including: Toyota Prius, Prius c, Prius PHV, Prius v, Camry Hybrid, Highlander Hybrid, and Lexus CT 200h, ES 300h, GS 450h, RX 450h, LS 600h L.

Lexus retains its 10th position in the Top 10 list for the most valuable automotive brands with a brand value of $3.5 billion USD.

The BrandZ™ Top 100 Most Valuable Global Brands report, commissioned by WPP and conducted by Millward Brown Optimor, surveys some two million consumers in over 30 countries.


More information about BrandZ™ Top 100 Most Valuable Global Brands 2013:
(1) Sales result for Toyota Motor Corporation includes Toyota, Lexus Hino and Daihatsu.
About the BrandZ™ Top 100 Most Valuable Global Brands Ranking
Developed for WPP’s operating companies by Millward Brown Optimor, the BrandZ™ Top 100 Most Valuable Global Brands ranking is now in its eighth year. It is the only study to combine measures of brand equity based on interviews with over two million consumers globally about thousands of global ‘consumer facing’ and business-to-business brands with a rigorous analysis of the financial and business performance of each company (using data from Bloomberg and Kantar Worldpanel) to separate the value that brand plays in driving business revenue and market capitalization. Consumer perception of a brand is a key input in determining brand value because brands are a combination of business performance, product delivery, clarity of positioning, and leadership. The ranking takes into account regional variations since, even for truly global brands, measures of brand contribution might differ substantially across countries. Access additional useful materials here.

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