Toyota remains the Top Auto Brand Worldwide according to Interbrand, the world’s leader for brand consultancy.
Interbrand uses a number of criteria to rank the world’s top global, profitable, publicly-held brands – “global” meaning they operate on at least three continents, derive at least 30% of their income outside of their home market and no single market accounts for more than 50% of their income. Some of those stipulations are why you won’t find companies like Mars or The BBC or even Wal-Mart on the list.
But you will find Toyota, which remains the top automotive brand, even with its recent recall and safety woes. The cynic’s view might be to wonder how it can still remain so, with Interbrand’s 10 principles of strong brands including commitment, clarity and responsiveness. But the company had built so much room that it could fall some ways and still be on top, sliding from eight to 11, just ahead of Mercedes at number 12. Interbrand said that while Toyota’s problems were exacerbated by the way the company is set up, it hasn’t been hurt as much as some would have thought and it has proven its resilience over the decades.
Oddly, although Ford was cited for having been “extremely innovative with product designs” and having “excelled at marketing its vehicles,” lauded for its resilience, its closing of Mercury and its coming sustainability efforts, it falls one spot from 49 to 50. Elsewhere on the list, Volkswagen gains two places to settle at 53, Audi gains two places to reach 63, Hyundai jumps four spots to 65, Porsche gains two spots to 73, and Ferrari loses three spots to end up at 91.