BMW has overtaken Toyota as the world's most valuable car brand, according to a major annual survey

BMW has usurped Toyota as the world's most valuable car brand, according to an annual survey commissioned by communications services group WPP.

The BrandZ Top 100 Most Valuable Global Brands survey, which is conducted by research company Millward Brown Optimor and is now in its seventh year, identifies and ranks the world's most valuable brands by their dollar value, an analysis based on financial data, market intelligence and consumer measures of brand equity.

Toyota topped the car sector of the survey in 2011, but its brand value has fallen by ten per cent in the past 12 months, whereas BMW's has risen by the same amount.

The Bavarian manufacturer's rise was aided by record sales growth around the globe, as was fellow German marque Volkswagen, which enjoyed a 15 per cent increase in its brand value and moved into the overall Top 100 of BrandZ's Most Valuable Global Brands.

Hyundai continued its global rise by breaking into the top ten of the survey's car brand sector for the first time.

The report noted that luxury cars may have experienced a negative impact from the rise in car quality overall. Because of generally improved performance, attention to design and the availability of sophisticated technology, factors that usually define luxury were available more broadly and less expensively.

All of the car brands were dwarfed by technology firm Apple, which topped the survey for the second year in succession. Apple's worth was valued at $182.9 billion and technology and communications firms dominate the upper echelons of the list, whereas BMW came in at number 23.

BrandZ Top 100 Most Valuable Global Car Brands 2012

Find an Autocar car review

Driven this week

1 BMW $24,623m (brand value)

2 Toyota $21,779m

3 Mercedes-Benz $16,111m

4 Honda $12,647m

5 Nissan $9853m

6 Volkswagen $8519m

7 Ford $7025m

8 Audi $4703m

9 Hyundai $3598m

10 Lexus $3392m

Join the debate


22 May 2012

6 of the top 10 are German...nuff said.

Peter Cavellini.

22 May 2012

I only counted 4 Germans,Peter..

22 May 2012

Just thought I'd put a bit of 'campbell' spin on things to cheer Japan up.

typos1 - Just can’t respect opinion

22 May 2012

This sounds very much like a press release designed to give a little more exposure to MPP.  Does anyone really care if BMW has more brand equity than Toyota?  I doubt if the car companies do - they must be much more preoccupied with profitability.

Surely what this "survey" is really saying is that only the German and Japanese car brands have any value, the rest - with the exception of Ford and Hyundai - may as well give up.

22 May 2012

does this mean they are going to be more reliable or improve their customer service? didnt think so

they came, they saw, they lolled

22 May 2012

Only one's American, and even that's right at the bottom. And technically, they're Japanese.

I'm not surprised to see that BMW and Mercedes are miles ahead of Audi! Audi's worth not much more than 10% of them combined!

22 May 2012

Hyundai are not far away from Audi, and the rate they are improving suggests it won't be long until they're more valuable Smile

22 May 2012

However Lexus at number 10, are just a posh Toyotas, add them together and they are worth more than BMW.

23 May 2012

I find most of this ' brand management ', to be a complete load of rubbish. Personally I think Ferrari and Mercedes are the most famous car companies in the world.


23 May 2012

Is this the value of the brand or just the name?


Add your comment

Log in or register to post comments

Find an Autocar car review

Driven this week