Toyota has retained its title as the world’s most valuable car brand in the annual BrandZ Top 100 Most Valuable Global Brands Study. This marks the ninth time that Toyota has topped the automotive category in the report’s 12-year history.
Conducted by Millward Brown, the study lists values for the world’s largest corporations by considering brand saliency, taking into account how brands resonate with buyers, and whether they offer the benefit of different and trendsetting products and features.
Insights from the BrandZ 2017 report reflect the growth of experimentation with alternate energy sources and autonomous driving, and further technological integration into vehicle design by manufacturers.
In line with these motoring trends, Toyota launched the world’s first hydrogen fuel cell vehicle, Mirai, which became commercially available in 2015, and in January 2017 showcased the Toyota Concept-i – an autonomous vehicle with powerful Artificial Intelligence aimed at enhancing driving safety and vehicle responsiveness. More recently, Toyota Motor Corporation began verification testing on data collection for making ‘connected taxis’ a reality.
“Toyota’s global dedication to innovation combined with its unwavering quality commitment resonates with our customers year-on-year,” commented Kerry Roodt, General Manager Marketing Communications at Toyota South Africa. “We’re honoured to be recognised as a corporation amongst the leading brands of the world.”
The report additionally pointed out the shifting trend of consumer preference towards SUVs. Toyota South Africa’s sales results for 2017 year-to-date mimic the global trend with the Fortuner and RAV4 models topping domestic sales charts in the medium- and large- SUV segments month-on-month.
A total of 10 automotive brands featured on the 2017 global 100 list, with the second and third place positions being awarded to luxury marques. Technology brands dominated the BrandZ 2017 list comprising 54%.