Axon's Automotive Anorak: Toyota ousts Mercedes‑Benz at the top

To be listed on Interbrand's annual survey, all brands must fulfill certain conditions. They must be present on at least three continents, achieve more than 30 per cent of their turnover outside their country of origin, and less than 50 per cent on the same continent. One way to ensure that only the most radiant brands in the world are competing on the following parameters, such as each company’s financial performance, the influence of the brand on the purchase decision, the strength of the brand in its various markets and an estimate of future income.

As in previous years, Interbrand has just published its Top 100 powerful brands in the world, covering all business categories. Interbrand’s classification is established primarily according to the financial valuation of each company, along with an economic weight that allows Interbrand to measure the biggest names in the industry or high-tech sectors among them.

Unsurprisingly, the main players in the survey taking the top positions fall within the computer and electronics sectors. Apple, Google, Amazon, Microsoft, and Samsung have not moved from the Top six positions since last year, with Coca-Cola remaining at number five. The automotive segment is not absent from the top of the rankings, however, with Toyota and Mercedes-Benz placed in seventh and eighth place, at $53billion and $46billion dollars of valuation respectively, with the Japanese motoring giant Toyota overtaking Mercedes for the first time.

Toyota’s Corolla model remains the world’s best-selling new passenger car name plate, with the model recently re-introduced into Europe at the Paris Motor Show last week to replace the Auris, whilst it’s Hilux remains the default pick-up truck in all areas of the planet, from the Arctic Circle to every war zone in the Middle East. The Mercedes-Benz three-pointed star emblem remains instantly recognisable the world over as a respected and trusted constant, even as the German marque’s product portfolio expands and become more mainstream.  

With the motoring sector, other marques represented are BMW in 13th position and Honda, which finished in 20th place. Subaru made a surprising appearance in 100th place, taking advantage of the ejection of Tesla from the previous Top 100, and unusually beating fellow Japanese car makers Mazda and Mitsubishi. Other car marques, including Ford (35^th), Hyundai (36^th), Nissan (40^th), Volkswagen (41^st), Audi (42^nd), Porsche (53^rd), Kia (71^st), Land Rover (76^th), Ferrari (80^th) and Mini (90^th) also made the Top 100 cut, as did iconic motorcycle manufacturer Harley-Davison. Major European car brands such as Renault, Fiat, Volvo and Peugeot failed to crack the Top 100, however.

Images courtesy of Daimler AG, Toyota and Interbrand