Toyota is top auto brand

TOYOTA has retained its position as the world’s top-rated automotive brand in the latest global brand value report, despite negative publicity over a series of global product recalls during 2010.

In fact, Toyota improved its performance by six per cent on its 2010 score to a brand value of $27.8 billion.

The report, which is produced by leading branding consultancy Interbrand, ranked Toyota 11th overall – narrowly ahead of Mercedes-Benz in 12th.

BMW was the third-ranked automotive brand (15th overall) ahead of Honda (19th), Volkswagen (47th), Ford (50th), Audi (59th), Hyundai (61st), Porsche (72nd), Nissan (90th) and Ferrari (99th).

Hyundai’s market growth globally was reflected in the Interbrand study, with the Korean company recording the largest percentage growth of the 11 car-makers in the top 100 at 19 per cent. Despite that, Hyundai rose only four places.

Topping the list overall, with positions unchanged from last year, were Coca-Cola, IBM, Microsoft, Google, GE, McDonald’s and Intel.

The biggest mover overall was Apple, which rose nine places to 8th, but it will be interesting to see where it finishes next year given the death this week of company founder Steve Jobs.

From top: Mercedes-Benz CL63, BMW 5 Series, Hyundai i45, Nissan Juke.

Interbrand said the 2011 automotive brands generally showed resiliency in a year characterised by volatile markets and an uncertain business climate.

“The past year was marked by remarkable growth in the auto industry, driven primarily by an economic recovery in classic European markets, a resurgence of the US automotive industry and high demand for cars in China,” said Interbrand.

“Nissan Motor (#90), Japan’s second largest car-maker, returns for the first time since 2007.

“Nissan was able to restock inventories faster than its competitors immediately following the earthquake that devastated Japan last March. In doing so, Nissan proved to be resilient during a difficult time for both the company and its home country – and managed to increase its brand value as a result.

“Like Nissan, Toyota exhibited great resiliency.

“Even though Toyota faced both an internal crisis (lack of quality control in 2010) and an external crisis (Japan’s earthquake in early 2011), the company forged ahead by focusing on safety and quality, modifying its leadership structure and capitalising on its world-renown green efforts.”

In July, Interbrand named Toyota its overall “Best Global Green Brand” ahead of 3M and Siemens.

Car-makers performed particularly well in the green survey, filling seven of the top 20 positions. The others were Volkswagen (6th), Honda (7th), Hyundai (11th), BMW (12th), Mercedes-Benz (16th) and Ford (20th).