Mercedes-Benz has claimed the pole position as the world’s most valuable automobile brand, following 24% year-on-year growth to US$43.9 billion, according to the latest Brand Finance report. Mercedes-Benz’s surge in brand value was driven largely by a big rise in forecast revenue as car sales increased by 9.9% to 2.3 million vehicles.
Brand Finance is the world’s leading independent brand valuation and strategy consultancy, established in 1996. The report was executed on 100 automotive brands from Germany, Japan, US, France,… Brand Finance calculates the values of the brands in its league tables using the Royalty Relief approach – a brand valuation method compliant with the industry standards set in ISO 10668. The report certified key factors including Brand Strength Index (BSI), Brand Royalty Rate, Brand Revenues and Brand Value.
“Mercedes-Benz invented the automobile, and is now leading the industry with a brand strategy focused on re-inventing the automobile. Their success has been driven by the introduction of a new generation of vehicles led by their renewed foray into SUVs and smooth evolution of new technologies to move away from traditional internal combustion engines”, said David Haigh, CEO of Brand Finance.