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According to a report from Automotive News, BMW has managed to replace Toyota as the world's most valuable car marque, even though the German automaker saw its brand's worth decline last year. The article sites a study by Millward Brown called the BrandZ Top 100. On the heels of Toyota's recent recall troubles, the company's value declined by 27 percent to a shade under $21.8 billion. Meanwhile, the BMW drop was much less at just nine percent, putting its total value at $21.8 billion even.
Despite Toyota's stumble, researches at Millward Brown seem to think the brand will be back on top of its game before too long. A spokesperson said that the carmaker's aggressive work to rebuild its reputation is already underway and should do much to restore the company's global standing.

Meanwhile, automakers like Ford and Volkswagen made progress on improving their own brand value thanks to investments in entertainment and emissions technologies. Those companies are both valued at around $7 billion.

The Automotive News report also pointed out that high-end automakers like Porsche and Mercedes-Benz suffered the most from the economic downturn, with those brands seeing their value decline by 31 percent and 11 percent, respectively.

Interested in seeing Millward Brown's complete study results, including brand values for non-automotive businesses? Click here for the full report of everything from beer to apparel to gas companies.

[Sources: Automotive News, Millward Brown]


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    • 1 Second Ago
  • 38 Comments
      • 5 Years Ago
      wow. the fact that the world's now-most-valuable automaker is also the company that's seen the worst decline in its corporate culture and product lineup in the past decade is scary. i don't think any company has ruined its own brand image as badly as BMW, and i was actually betting on them going out of business within the next 15 years.
      • 5 Years Ago
      VW with Skoda, Audi and Porsche is of course much bigger than BMW and even bigger when the world crisis comes to an end.
      • 5 Years Ago
      BMW is ranked at the top of the quality pyramid. I supposed you made up the BMW bashing to make yourself sound interesting?
        • 5 Years Ago
        I bought a 2007 X3 new from BMW. Nothing fancy, 6 speed automatic. You can search the web and people would say stay away from an automatic X3, 2007 and newer. Guess what, I have one of the bad ones. A piece of junk is better than my X3. The transmission is all messed up but BMW's response has always been wait for the next software update. Took them almost three years to find out two defective parts. No lemon law in Canada and unlike virtually all other brands, BMW does not participate in the lemon car arbitration program. BMW will not buy back your lemon Bimmer because finding new $uckers are cheaper.
        • 5 Years Ago
        Adam, you are either full of crap or getting ripped off. I put over 100k miles on a 2000 740 (e38) and was heavily involved in the BMW forums. There are 2 main issues with the e38's, the coolant elbow coming out of the radiator would crack from stress and the pixel issue on the displays (mainly the dash display). The OEM BMW radiator is $140-160 depending what dealer you buy from and BMW will cover the cost of replacing any displays with the "bad pixel" issue. You just had to pay labor which was 1hr. I hardly see these as major or unreasonably expensive issues on a $60k+ car. The V8 and tranny were bullet proof in those cars. I NEVER heard of people having tranny problems on the e38.
        It's so funny how people are brain washed to think BMW's are terribly expensive to maintain. They are not. Take a look at common maintaince items between a 3 series with a 100k miles and a Lexus ES with 100k miles. The control arms on the lexus are TWICE as much as the BMW's. Almost all wear parts are much more expensive on a Lexus, Merc, Infiniti, etc..
      • 5 Years Ago
      Great! I knew I made the right switch 2 years ago ;)
      • 5 Years Ago
      I say, "bravo." I do think, as a value proposition, BMW's entire lineup makes a dubious case for itself, but it is remarkable how well-regarded the brand is. The only manufacturer that I can think of that garners rabid loyalty from enthusiasts in equal portion to envy and desire from the masses is Porsche, and that's a niche brand sports car maker.

      Good for them. I wish them all the luck in the world in maintaining their course. I'm irritated that the 545i that I'm currently looking to buy seems grossly overpriced for a five year old car, but I guess I can't complain about good residual values.
      • 5 Years Ago
      I can understand this - for now. BMW's abandoning their "Ultimate Driving Machine" slogan/mantra in favor of the new "We Build Joy" tagline is in preparation of the company introducing front wheel driven cars. Ever driven a front-driver that could corner like even a poorly developed modern rear drive chassis? Thought not.

      Wheels can either steer, or drive; not both.

      BMW can't help but slide in the public's estimation with this new strategy.
      • 5 Years Ago
      OK, but you can't sell 'brand value'. Market Cap is a different story. I'd trade all the world's BMW stock for Toyota, Ford or VW in a heartbeat. Then I'd sell that too.
      • 5 Years Ago
      Misleading.
      • 5 Years Ago
      Regardless, I believe both companys have peaked, and are in the decline... Ford and VW will be the future...
        • 5 Years Ago
        @ Luis

        you kidding
        you thing VW is top notch

        last I checked they are the the very bottom of the reliability charts and that makes them one of hte worst cars to buy (maybe a 2-3yr lease is ok, but anything over that is an informed decision)
        • 5 Years Ago
        "Ford and VW will be the future..."

        BMW can sell anything simply by putting a BMW badge on it. Remember, 80% of the 1 series owners have no clue that they are driving a RWD car.

        Can VW and Ford do that?
      • 5 Years Ago
      This means Toyota's brand value is roughly at the level of Geritol's and Depend's where it belongs.
        • 5 Years Ago
        makes sense given the median age of their customers
      • 5 Years Ago
      "high-end automakers like Porsche and Mercedes-Benz suffered the most from the economic downturn"

      Umm, I thought BMW was one of those high-end automakers?
      • 5 Years Ago
      And yet somehow BMW convinced the feds that they are a "specialty automaker" and shouldn't have to conform to CAFE. Ridiculous.
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