BMW announced in May the joyful news that sales have jumped 6.4 percent in the past year. The following month, the automaker captured the top spot as the Most Valuable Global Automotive Brand. Like its German counterparts – Audi, Volkswagen, and Mercedes-Benz – BMW is benefiting tremendously from growing popularity in Asia. During the past year, sales skyrocketed 31.5 percent in China compared to the 7.1 percent increase it experienced in key U.S. markets.
Taking the No. 23 spot overall in the 2012 Top 100 Most Valuable Global Brands study by market research company Millward Brown, BMW knocked Toyota out of the top spot. The brand equity rankings are based on the opinions of more than a million global consumers combined with financial and business performance data.
Global Brand Director Peter Walsh says evaluators were impressed with the automaker’s ability “to effectively communicate what sets it apart from other carmakers, while backing up its message with a very decent product.”
“As one of the great brands in the world, BMW is absolutely consistent regarding what is meaningfully different about their brand, in highly competitive market places,” he continued.
Toyota, which dropped to second place, held the top spot from 2006 until 2009 and again in 2011. The Japanese automaker came in at No. 28 on Top 100 list. Although Toyota continues to retain its image as a reliable, good-value brand among mid-range buyers, the environmental and economic adversities that struck Japan last year had a devastating impact on sales. Nissan, Lexus, and Honda also suffered in the rankings due to the disasters.
Hyundai is included among the Top 10 automakers, making it the first Korean brand to be recognized as a global leader. Ranking ninth, consumers praise Hyundai for producing stylish, quality vehicles at affordable prices. Despite rivaling the top auto brands, Ford, Audi, Hyundai, and Lexus did not make the Top 100 cut.
Top 10 Most Valuable Auto Brands:
BMW: $24.6 billion
Toyota: $21.8 billion
Mercedes: $16.1 billion
Honda: $12.7 billion
Nissan: $9.9 billion
VW: $8.5 billion
Ford: $7 billion
Audi: $4.7 billion
Hyundai: $3.6 billion
Lexus: $3.4 billion
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