Annual report shows BMW has overtaken Toyota as the world's most valuable car brand
29 April 2010

BMW has overtaken Toyota as the world's most valuable car brand, according to an annual industry report.

Millward Brown's report looks at both brand power and financial performance. The report said the car industry as a whole had lost 15 per cent in brand value over the past 12 months due to falling sales and the recession.

"While several brands did well, the central story of the recession was more about which brands declined the least in sales and value," said the report.

BMW's brand was valued at $21.82 billion (£18.97bn), which was down nine per cent on its value last year. Toyota's brand value was rated at $21.77bn (£18.93bn), a fall of 27 per cent on last year.

Honda was rated third ahead of Mercedes, Porsche, Nissan, Ford, VW, Audi and Renault. All of the top 10's brand value was lower than this time last year, apart from Ford, VW and Audi.

The strong performance of VW and Audi was put down to the pair being "viewed as trustworthy brands with style, global distribution, German engineering, and lower prices than prestige makes such as BMW and Mercedes".

Next year, Millward Brown expects to see Hyundai and Kia entering the top 10, while several Chinese manufacturers are also expected to gain in brand value.

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29 April 2010

All that kafuffle and BMW still only just beat us.

29 April 2010

Scott B "Kafuffle"?. Are you really head of PR or a nom de plume of Gordon Brown?

29 April 2010

If thats what you call a "kafuffle" i would hate to know what a "complete disaster" is

29 April 2010

"Kafuffle" translates to Toyota has recalled more than 8.5 million cars. Issues investigated include a potentially sticky accelerator pedal, the potential entrapment of the accelerator pedal under the floor mat, braking issues with its Prius hybrid model, and stability-control issues with the Toyota Land Cruise/Prado, Sequoia and Lexus GX large SUVs.

29 April 2010

[quote Scott B]All that kafuffle [/quote]

so 'kafuffle' is Japanese for coverup, like 'kaizen' is Japanese for BSing gullible westerners on unimpeachable Jap quality?

the word you were groping for was 'kerfuffle'. no wonder the vehicles are third rate.

29 April 2010

[quote Scott B]All that kafuffle and BMW still only just beat us[/quote]

The article was about brand value, not the vehicles themselves. BMW are not a global player on the scale of Toyota, they make top quality cars for discerning customers, whereas Toyota make mind numbingly boring cars for people with no taste whose only desire was to get from A to B reliably and now they can't even do that - the car in front on the back of a recovery truck is indeed a Toyota.......


29 April 2010

[quote Scott B]All that kafuffle and BMW still only just beat us. [/quote]

One can only assume that Scott isnt really anything to do with Toyota, as no sensible, responsible employee would (publicly) insult the consumer with words like this.

As I see it the Toyota situation wasn't so much about the actual faults, rather the way the company treated its customers like idiots.

29 April 2010

As a brand strategist and petrolhead, I find Millward Brown's black box approach to brand valuation mystifying if not downright ludicrous. Audi and Volkswagen feature nowhere on their radar screen, yet Audi is very close to catching BMW in overall global vehicles sales as well as in brand perception and price premium. And, according to last Tuesday's FT, Volkswagen has just tripled operating profits in its home markets. Both are clearly very powerful global auto brands. Their non-inclusion seems to represent a serious oversight. And what of Toyota's disastrous recall not so long ago. There can be no doubt that it has damaged Toyota's credibility and stand standing. I tend to prefer Interbrand's global brand valuation technique. It' still a black box of a valuation technique, but at least seems to be connected to the real world of brands.

29 April 2010

I'm sure like most car makers you like to keep quiet about defects and try to avoid recalls but when defects are found in cars in America boy do you sit up and take notice!, media seems to get quicker responses than us the car buying public who actually keep you in a job and nobody feels confident in a product that is defective,and nowadays there's no place to hide because of internet forums and dedicated owner sites which high light what car makers try to keep quiet about.

Peter Cavellini.

29 April 2010

This can't be a Toyota PR person. It is just so unprofessional.

Anyway, for a BMW fan like me, with X6s instead of sports cars and FWD cars, the brand is WAY past its peak. And being on top means the only raod now is down...


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