Every year, the people over at Kantar Millward Brown put together their BrandZ Top 100 Most Valuable Global Brands list, including the biggest companies from every possible field. Brands from the automotive realm are, of course, included. BMW has been in the top 10 for years now and the 2019 listing is no different, showing the Bavarian brand on third place, just under Mercedes-Benz and Toyota.
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The three automakers have basically been shuffling their positions on the top three steps of the podium for about 14 years. Toyota has been number one in 12 of the 14 years the study has been carried out. Whenever it wasn’t on the number one spot, it changed positions with one of the two German brands positioned right behind it throughout the same period of time. Basically, when it didn’t win, Toyota was only on second place, in 2010 and 2012.
This year, Mercedes-Benz has an estimated value of $23,355 million, just below Uber, estimated at $24,206 million and barely over BMW, valued at $23,326 million. The two lost 9 percent of their value this year and, therefore, dropped 8 positions in the overall rankings, now sitting at place 54 (Mercedes-Benz) and 55 (BMW). Toyota is valued at $29,151 million right now, also posting a drop in value but smaller, at 3 percent compared to 2018.
The biggest increase in the automotive realm went to Volkswagen. As a matter of fact, it was the only brand in the automotive top 10 list to have its valuation improved compared to 2018, rising 12 percent overall, sitting at number 9 on the list of the most valuable car brands. As for the most valuable brand in the world, Amazon took the top spot with $315,505 million, followed by Apple with $309,527 million and Google with $309,000 million.