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2015-05-29 08:28

WORLD'S TOP AUTOMAKER: Toyota retains the top spot as the most valuable automotive brand in the BrandZ Top 100 Most Valuable Global Brands report 2015. Pictured here is the 2015 Toyota Hilux. Image: QuicPic

LONDON, England - Toyota has retained the top spot as the most valuable automotive brand in the BrandZ Top 100 Most Valuable Global Brands report 2015.

Toyota was valued at the equivalent of R375-billion and maintains its top 30 position in the overall rankings.

In the 10 years since the BrandZ report was first published, Toyota has been crowned brand value leader in the automotive sector eight times, and second on two occasions.


BMW and Mercedes-Benz placed second and third respectively, with fourth-placed Honda beating Ford.

Nissan grabbed sixth with Audi, Volkswagen, Land Rover, and Lexus completing the top ten.

The BrandZ Top 100 Most Valuable Global Brands report, commissioned by advertising specialist WPP and conducted by Millward Brown Optimor, surveys two million consumers in more than 30 countries.


According to the report, although automotive sales improved in areas, they remained below pre-recession levels in others, adversely affecting overall brand values.

The report details some of the challenges faced by the automotive sector, including differentiating product ranges and waning interest in car ownership from ‘millennial’ (Generation Y).

Read: Tech firms lead global brand rankings

The report states: "The car category, along with global banks, is one of only two categories analyzed in the BrandZ global report that have not recovered in brand value to their pre-recession levels.

"Although the Car Category has improved in Brand Power, the BrandZ measurement of brand equity, it lags in the Top 100 overall.

"On a Brand Power scale where an index of 100 is average, the brands in the Car Category Top 10 score 123, compared with a score of 170 for the Top 100 overall."


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