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Toyota Named World’s Most Valuable Car Brand for Sixth Year in a Row

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For the sixth consecutive year, Toyota has been named the most valuable car brand in the annual BrandZ Top 100 most valuable global brands.

The automaker was ranked 36th overall, down from 30th last year, firmly ahead of other manufacturers and behind only the world’s top tech giants and telecom providers. Toyota’s closest rivals were Mercedes-Benz and BMW, ranked 46th and 47th, respectively.

The remainder of the automotive top 10 was comprised of Ford, Honda, Nissan, Audi, Tesla, Suzuki, and Volkswagen, in that order.

“Toyota again led the BrandZ Cars Top 10 ranking. Its reputation for quality and reliability generated a high level of loyalty. And the brand’s Prius continued to dominate the hybrid market,” said BrandZ, while also acknowledging the strength of the Toyota Camry and the Toyota Research Institute’s major investments in autonomous car research.

Related: 2018 Toyota Prius overview

The ranking, released by market researcher Kantar Millward Brown, is based on the estimated dollar amount a brand adds to the overall value of a corporation, not unlike a similar study conducted by Interbrand.

Data is garnered from Bloomberg, the Kantar Worldpanel, and from interviews with over 3 million consumers, to make up a comprehensive and rigorous analysis not just of the financial and business performance of individual companies but also of consumer trends across dozens of product sectors.

Toyota’s overall value was estimated at nearly $30 million, and though the top performing Google and Apple were worth 10 times as much, the Toyota name was estimated to command about as much value as Samsung, Intel, and L’Oréal.

Related: Toyota unveils next-gen Supra

News Source: Millward Brown