International automakers have been investing billions over the years to adapt for the years and decades to come. Combustion engines will only play a secondary role in most international markets in the future – even the question of buying cars in the medium term should have been settled. In many markets, this will be replaced not only by rental and financing, but also by car subscription models and long-term rentals, especially for younger customers in big cities. At the same time, major automakers are working hard to become real high-tech companies to develop new business models based on the Google model.
Tesla with great growth
Today, however, automakers are yet to catch up with the top global players on the market: Apple is the world’s most valuable brand, followed by Microsoft, Amazon and Google, as last year in Interbrand’s Top Global Brands Report 2022. As a result, Tesla, which ranked 12th with an increase of 32 percent, is one of the three brands with the highest growth of all.
Mercedes is not the 8th most valuable car brand, but it is the only group from Europe in the top 10. “Mercedes-Benz’s renewed 8th position and double-digit increase in brand value exceeding US$56 billion confirm our strategic route to define the sustainable luxury of the future, to focus more on our customers and around the world. Shaping our brand as a unique experience,” he says. Bettina Fetzer, Mercedes Marketing Manager, with pleasure.
And the winner is…
Just ahead of Mercedes, the Toyota group took sixth place. Being the world’s largest automobile manufacturer with the production of more than ten million vehicles last year, the Japanese won the most valuable automobile brand award in 2022. BMW is the second German automaker in 13th place and one place behind. tesla. Japanese automaker Honda ranks 26th, Hyundai 35th, and Audi 46th, even surpassing parent company Volkswagen in 48th place.
Despite strong electric trends and a broad model portfolio, Ford is only 50th and Porsche only 53rd despite its recent IPO, with Nissan (61st), Ferrari (75th), Kia (87th) and Land Rover 98th place and BMW subsidiary Mini 99th place.
The power of brands
In total, the total value of the 100 most valuable brands in the Interbrands ranking in 2022 amounts to approximately US$3.1 trillion! This is not only an increase of 16 percent compared to 2021, but it is also the first time that it has exceeded three trillion dollars. Wacky: In the Interbrands ranking, the top 10 brands with a brand value of $ 1.65 trillion are more valuable than the remaining 90 brands with a brand value of $ 1.44 trillion combined. The top three brands alone account for 53 percent of the total US$1.65 trillion value.