Mercedes-Benz surpassed Toyota palm on brand value

30 March 2018

According to the latest ranking of the value of car brands Mercedes-Benz valued at $43.9 billion

The legendary three-beam sign Mercedes-Benz is currently seized among his associates – global automotive brand, the first place in terms of value. Achievement recorded in a new study by the London Brand Finance, one of the world's leading organizations to evaluate brands and strategic consulting, with offices in 20 countries scattered around the globe. So, Stuttgart are currently ahead as the Japanese brand Toyota and the near competitor from Munich – BMW. The value of the brand is defined as a purely economic benefit that would be obtained by an immediate sale of the brand. Brand power is that it provides a significant share of the turnover of the respective industry group – the owner.





Mercedes-Benz Cars in the part of Daimler AG includes the Mercedes-Benz brand and sub-brands Mercedes-AMG, Mercedes-Maybach, and Smart brand new electric EQ, as well as the Mercedes brand me – branded mobile app for owners of the above brands.



In 2017, this segment of the business continued to grow, as sales of Mercedes-Benz Cars increased by 8% to a record 2 million 373.5 thousand cars, and profit increased by 6% to €94,7 billion. In almost all regions of the world, Mercedes-Benz improved its market position.



  the Head of Brand Finance, Mr. David Haigh praised the manufacturer "Mercedes-Benz was one of the originators of the automobile, and now is the leader of the automotive industry, with an emphasis on new brand strategy, which seeks to invent new mobility". Mercedes-Benz Cars was able to increase the value of the brand compared to the previous year by an impressive 24% to $43.9 billion. on the other hand, before the leader Toyota had fallen to 6% and is currently valued only at $43.7 billion. the Reason for this is the relatively weak position of the Japanese automaker in China. Its local customers too much sway, unlike fans such premium brands as Mercedes-Benz.



Generally, with regard to the Chinese market, the list of most valuable brands includes a number of companies, important for China, but virtually unknown in many world markets. These include, for example, Haval and Geely. Thus, the company Geely now owns around 10% stake in Mercedes-Benz, which should further improve its ranking by brand value.



Even more valuable than Mercedes-Benz, is the Volkswagen Group with many belonging to various brands. The total value of its portfolio of brands is $75.8 billion.



An absolute record last year, the percentage increase in the cost of the brand – sports car manufacturer Aston Martin. The premium British automaker jumped from 2016 to 268 percent, and now the value of its brand is estimated at $3.6 billion.



The best American automaker Ford has dropped to eighth place. In 2016, the "blue oval" took sixth place, but incurred a loss of $5.2 billion and is now worth only $17.2 billion.



Of course, the car companies are not the most valuable in the world today. Many others are far ahead of them. This, for example, Amazon (brand value of $150,8 billion), Apple ($Republic of Uzbekistan 146.3 billion) and Google ($120,9 billion).





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