Toyota has reclaimed the top spot as the most valuable automotive brand in the BrandZ Top 100 Most Valuable Global Brands 2013.
Toyota’s brand value surged by 12 per cent to $24.5 billion (€18.6 billion) over the past year, one of the biggest movers in the automotive sector. It pushes Toyota back into the No.1 spot that it conceded to BMW last year.
In the eight years since the BrandZ report was first published in 2006, Toyota was crowned brand value leader in the automotive sector six times, and second on two separate occasions.
According to the report, although automotive sales improved in some regions, they remained below pre-recession levels in others, adversely impacting overall brand values. In contrast, global sales for Toyota Motor Corporation in 2012 increased by 22.6 per cent to 9.75 million units which positively contributed towards the company’s brand valuation in this year’s report.
BrandZ also suggests that brand value developments in the sector were shaped in part by the growth of customer affinity towards hybrid vehicles.
Since Toyota pioneered the world’s first mass produced full hybrid vehicle in 1997 – Toyota Prius – sales of Toyota and Lexus hybrid models have exceeded 5 million globally. Customers in Europe can choose between 12 Toyota and Lexus hybrid models, including: Toyota Yaris Hybrid, Auris Hybrid, Auris Hybrid Touring Sports, Prius, Prius+, Prius Plug-in Hybrid, and Lexus CT 200h, IS 300h, ES 300h, GS 450h, RX 450h, LS 600h.
Toyota’s luxury division, Lexus, retained its 10th position in the Top 10 list for the most valuable automotive brands with a brand value of $3.5 billion (€2.7 billion).