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With more than half of 2020, the British company Kaidu, which is owned by the WPP Group, has released a new list of the top 100 most valuable BrandZ companies in the world in 2020. Under the impact of COVID-19 's epidemic this year, the value of almost all enterprises in the automotive field has shrunk. Tesla, as a pure electric vehicle brand, has surged against the trend.

In this year's top 100 list, only Toyota, Mercedes and BMW are on the list, the same as last year, with Toyota at 48th, Mercedes-Benz at 56th and BMW at 61st. The rest are outside the top 100.

The latest auto rankings show that all of this year's top 10 brands, with the exception of Tesla, have seen a decline in value, even though Volkswagen, which bucked the trend last year. It is worth noting that this is due to another decline in sales in the global auto industry after 2018, with the value of the top 10 car brands falling by an average of 7.2% this year.

In addition to the decline in the share prices of these car brands due to the influence of the market, the development of the automobile industry has been greatly affected by the impact of the epidemic.

"the brands that invest more in electric vehicles will continue to grow in the future, while the companies with the largest decline in brand value are often the least willing to express their vision for future travel," said Guillaume Saint, head of global automotive operations at Kadu Huatong. But overall, the top 10 car companies are pushing ahead with electrification plans this year, such as Mercedes-Benz's all-electric brand EQ and Volkswagen's all-electric MQB platform, which have highlighted their value and reduced the brand value slightly.

Among the top 10 car companies, the biggest decline in brand value was Nissan, which fell 18 per cent to $8.66 billion, while Honda's brand value fell 15 per cent to $9.97 billion, also due to a decline in the new car market this year and slow electrification. Toyota, which is also a Japanese brand, has ensured its core position thanks to its reputation and continued electrification, although its value has declined slightly from the previous year.

In contrast, the value of Tesla, the only pure electric brand in the top 10 list, surged 22% against the trend. Tesla's brand value rose due to its layout of electric cars, but in the eyes of consumers, Tesla's development is not limited to electric cars, but more like a technology brand that makes cars.

Staplehurst also mentioned that another reason for the increase in the value of Tesla's brand is that Tesla embodies the car travel experience in the eyes of consumers, not just a car company that sells cars. In this regard, Staplehurst believes that if other brands want to enhance the brand value, the fire Tesla brand should imagine from a broader point of view to capture more consumer demand, although the current new energy development is still in progress.

On the whole, the value of car brands has declined compared with last year, not only because of the global decline in cars and the impact of the epidemic, but also because the business model of car brands resonates less with consumers than technology companies. only brands with more future potential, such as Tesla, let consumers enjoy the future value experience better, but Tesla, a traditional car company, has always been a new brand. It will take some time to challenge the traditional most valuable car companies.

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

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