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A few days ago, the British company Kaidu, which is owned by WPP Group, released a list of the top 100 most valuable brands in BrandZ in 2019, including the top 10 most valuable car brands in the world, and the top three were obtained by Toyota, Mercedes-Benz and BMW respectively.

The British company Kaidu, which is owned by WPP Group, one of the largest communication groups in the world, publishes a BrandZ ranking report every year. The ranking report is considered authoritative and reflects the most popular brands among consumers around the world. The ranking is based on interviews with more than 3 million consumers around the world, combined with the financial and business performance of each brand company.

According to the auto industry ranking, they are all dominated by brands from Japan, Dege and the United States, including five German brands, accounting for more than half, while Japan and the United States have three and two respectively. It is not difficult to see that the car companies that appear in the value ranking are multinational car companies with a long history, including joint ventures and luxury car companies, as well as Tesla, the only electric car company on the list.

At the top of the list is Toyota, which is well-deserved, which is not for Toyota, which has won the most valuable car brand in the world for seven years in a row. Although global sales fell behind Volkswagen in 2019, Peter Walshe, global director of Brandz, once said, "overall, Toyota brand is quite reliable and shows excellent value and quality." As a result, there are good sales in all parts of the world.

Volkswagen, as the top seller in the world, ranks very low, ranking only ninth. Due to the influence of the "emission gate", Volkswagen did not appear in the top 10 in 2016 and 2017 and did not return to 10th place until 2018. Although domestic sales and European and global sales are very substantial, and the value is the only car company that has achieved a value increase of 12%, its total value ranking is still surpassed by many car companies. Including Volkswagen's own Audi brand, Volkswagen's other car company, Porsche, which is known as "the most profitable", ranked 10th.

Toyota came in second and third, followed by Mercedes-Benz and BMW, which are the only three companies worth more than $20 billion. As Mercedes-Benz's luxury, premium capacity and brand power demand for consumers become more and more obvious, so that Mercedes-Benz surpassed the BMW brand for the second time in 2019, but the gap between the two is very small, with a large decline in value compared with the previous year.

Although Audi is often labeled as "BBA", which means it is on a par with Mercedes-Benz and BMW, it is far behind in value, with the brand value of $9.63 billion being left behind by Mercedes-Benz and BMW. Just as domestic advertisements for Mercedes-Benz and BMW often "play" without Audi, maybe Mercedes-Benz and BMW only regard each other as competitors.

Also in the top 10 are two Japanese car companies, Honda and Nissan, which also ranked fourth and sixth, respectively. And these two car companies in the global market by virtue of high performance-to-price ratio sold in all regions of the world, Nissan cars affected by the former CEO Ghosn, the value of a large decline, but the ranking did not appear impact, is still sixth, while Honda promoted a place.

American brands in the top 10 are Ford and Tesla, ranking fifth and seventh respectively. Among them, Ford dropped one place, and its value fell by as much as 12%. Obviously, as a "century-old car company", Ford seems to have been hit so hard by the decline in the Chinese market that Ford's performance fell by as much as 8.9% in 2018 and net profit fell by 34% in the first quarter of 2019. The former car giant is gradually falling.

The most commendable thing is that Tesla, the only electric car company on the list, a car company that has been established for less than 20 years, is gradually changing the entire automotive industry through scientific and technological changes, making many auto giants feel afraid. now the rising market capitalization has surpassed Volkswagen to become the second highest car company, and even makes many people think whether Tesla will become the most valuable one in the future.

In fact, in the automotive industry, in addition to brand power and sales volume, product quality is also an aspect of its value, just as the "unbreakable Toyota" can become the most valuable car company for a reason. secondly, in addition to Mercedes-Benz and BMW due to brand premium, solid car companies such as Honda and Nissan can also maintain a high value rate.

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