AUTOMOTIVE INDUSTRY BRAND FINANCE 2022
The most valuable and powerful vehicle, auto component, tyre, and car rental services brands are profiled in this yearly research.
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| 2022 AUTOMOTIVE INDUSTRY |
Tesla Exhibits No Intention of Applying the Breaks
- Chinese automakers account for eight of the top ten fastest-growing brands in the electric car industry. BYD is now the most valuable Chinese brand in the rankings, with a brand worth of US$6.4 billion.
- Toyota maintained its position as the world's most valuable automobile brand, with a brand value of US$64.3 billion, up 8% over the previous year.
- Mercedes-Benz remains in the second position, but brand values for German automakers have fallen in this year's rating.
- With an AAA+ brand strength rating, Ferrari retains its status as the world's strongest vehicle brand, while Porsche is deemed the most valuable in the luxury and premium market.
- Denso of Japan is ranked 5th in the Brand Finance Auto Components 25 for 2022. Brand value of $4.2 billion for the second year in a row
- According to Brand Finance Tyres 15 2022 rating, Michelin is the world's most valuable and powerful tire brand for the 5th year in a row, with a brand worth of US$7.7 billion.
- In the Brand Finance Car Rental Services 10 2022 rating, SIXT has been designated the fastest-growing brand, with a brand value increase of 115 percent.
According to the newest research from global brand valuation consultancy Brand Finance, Tesla has been the fastest-growing vehicle brand across the pandemic, with a remarkable brand value increase of 271 percent in the previous two years.
The brand's outstanding growth continued this year, with its brand value increasing by 44% to US$46.0 billion, propelling it to third place in the Brand Finance Automobile 100 2022 rating. This year, Tesla was the only brand in the Top 10 to experience substantial growth.
Every year, Brand Finance evaluates 5,000 of the world's most well-known brands and releases roughly 100 studies that rate brands across all industries and nations. The Brand Finance Automotive Industry 2022 study lists the top 100 most valuable and powerful vehicle brands in the world, as well as the top 25 auto component brands, top 15 tire brands, and top 10 car rental business companies.
Elon Musk, Tesla's CEO, has been instrumental in the company's success, with his flamboyant, and at times controversial, behavior putting it in the spotlight. Following Tesla's metamorphosis into a household name, several businesses have attempted to link themselves to the company to capitalize on the Tesla effect.
Tesla expanded its presence in China in 2021 to remain competitive in the developing Chinese market. At its Gigafactory in Shanghai, it constructed a new research and development center, its first outside of the United States, as well as a data center. Tesla has opened a second delivery center in the city, which includes sales, test drives, and car deliveries.
Due to the worldwide semiconductor scarcity, Tesla said that it will not release any new models this year, reducing its overall output. Instead, the company will concentrate on developing its entire self-driving software and expanding its manufacturing capabilities.
The expansion of add-on and subscription services is a trend we anticipate to see in the automobile sector in the future. With its full self-driving software, Tesla is one of the companies at the forefront of this transformation, estimating that it will someday be worth more than the car itself.
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| 2022 AUTOMOTIVE INDUSTRY |
Chinese brands are booming as a result of the electric revolution
In the Brand Finance Automobile 100 2022 rating, Chinese brands account for eight of the top ten fastest-growing brands. The rising popularity and adoption of electric cars in China has been a major factor in these businesses' spectacular development, with China accounting for the majority of electric vehicles sold worldwide.
Some Chinese firms are trying to take advantage of the momentum by extending their worldwide footprints, with several of them opening in Europe in 2021.While Tesla has witnessed the most growth in the pandemic pandemic's first two years, Great Wall is the fastest-growing brand on the list this year, with a brand value increase of 109 percent to US$2.6 billion.
Great Wall revealed that, in addition to starting in Europe last year, it would offer nine electric car types in Thailand over the next three years, where demand is likely to expand significantly.
Thailand will be the starting point for Great Wall's development in the ASEAN area. Jianjun Wei, the CEO of the automaker, was also rated third overall across all industries in the Brand Finance Brand Guardianship Index 2022, which rates the world's top 250 Chief Executives according to how successfully they manage and build their company's brand.
BYD was the second-fastest-growing brand in the automotive list, with its brand value doubling to US$6.4 billion, allowing it to surpass Haval as China's most valuable automobile brand (brand value up 55 percent to US$6.1 billion). BYD, which specializes in electric vehicles, had a 232 percent increase in sales in 2021, with 603,783 models sold, making it China's best-selling new energy vehicle manufacturer for the ninth year in a row.
Song (up 90 percent to US$1.7 billion), Qin (up 89 percent to US$475 million), Tang (up 88 percent to US$630 million), NIO (up 79 percent to US$2.6 billion), Dongfeng (up 67 percent to US$1.4 billion), and WEY (up 56 percent to US$613 million) join Great Wall and BYD in the Top 10 fastest-growing brands.
The transition to electric vehicles has helped Chinese brands significantly. China was lagging in traditional internal combustion engine technology, but in the electric car arena, numerous Chinese manufacturers are leading the way. BYD's recently introduced Blade Battery is an excellent example, and it will not just be used in BYD vehicles; the company is also in discussions to supply Tesla.
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| 2022 AUTOMOTIVE INDUSTRY |
Toyota maintains its lead as the most expensive vehicle brand
Despite significant growth in Chinese car brands, Japan's Toyota has retained its top place in the Brand Finance Automobile 100 2022 rating, with a brand value of US$64.3 billion. While Toyota was not immune to the global chip shortage that wrecked the industry, its contingency stockpiles put it in a better position than others to weather the storm.
Toyota outsold General Motors in North America in Q1 2021, the first time any brand has outsold General Motors in the area since 1998, thanks to the brand's foresight. Toyota continues to be the world's best-selling carmaker, with over 10 million vehicles sold worldwide.
Toyota was a pioneer in hybrid technology, with its Prius model dominating the hybrid market for years, but it has recently fallen behind in the highly competitive electric car market.
To recoup ground, it started last year that it will invest US$35 billion in electric cars, with an emphasis on both battery technology and vehicle development. Toyota's goal is to sell 3.5 million electric vehicles per year by 2030, and this investment is part of that goal.
Toyota is joined in the Top 10 by other Japanese companies Honda (US$28.2 billion) and Nissan (US$14.6 billion), albeit both brands witnessed a 10% fall in brand value this year.
Honda remained in seventh place, while despite a 20% drop in brand value, Nissan moved two spaces to ninth place, outperforming Sweden's Volvo (down 20% to US$14.2 billion) and Germany's Audi (down 20% to US$13.8 billion).
Mercedes-Benz is still Europe's most valuable brand
Mercedes-Benz is the second most valuable brand on the list, and the most valuable European brand, after Toyota, with a 4 percent year-on-year rise in brand value to US$60.7 billion. The brand prioritized electromobility in the face of adverse market conditions caused by the pandemic and an industry-wide chip scarcity and has enjoyed remarkable achievements as a consequence.
The German automaker stated that sales of electric vehicles increased by 90 percent this year.
Mercedes-Benz will introduce the sixth version of the C-class series in 2021, with a new interior design and autonomous driving capabilities. At the same time, there is a growing industry-wide trend toward electric cars and a more sustainable approach to production and distribution.
The rebranding of Daimler AG to Mercedes-Benz Group AG is a significant step in strengthening the Mercedes-Benz brand. The rebrand's main goal is to improve the premium segment's passenger vehicles and vans. The rebranding was necessary to achieve the brand's goal of focusing on financial and mobility services, such as insurance and rental subscriptions, as well as digital fleet management technologies.
Other German brands did not do as well in this year's list, with Volkswagen (brand value down 13 percent to US$41.0 billion), BMW (brand value down 6% to US$37.9 billion), and Audi (brand value down 20% to US$13.8 billion) also losing ground.
The sector has encountered several obstacles, including lockdowns, manufacturing network contractions, and continuous semiconductor scarcity. Apart from industry-wide disruptions, German manufacturers that rely on diesel-powered cars have faced regulatory problems as well as the shift to electric mobility and production processes, resulting in output cuts to keep up with industry trends.
Porsche is the most valued among luxury and premium brands, while Ferrari is the most powerful across the board
With a brand worth of US$33.7 billion, Porsche is the most valuable luxury and premium vehicle brand in the world. The automaker commemorated the renowned Porsche Design's 50th anniversary with a limited-edition sale of 750 automobiles to pay homage to Ferdinand Alexander Porsche's distinctive design.
The brand's goal of being more nimble has led to the use of digital transformation to boost online sales. Porsche has invested in e-commerce for 100 markets across the world to implement an omnichannel strategy that connects digital services and retail sales to adapt to changing sales formats in the vehicle industry.
While Porsche is the most valued luxury and premium brand, Ferrari has been crowned the world's strongest vehicle brand, with a Brand Strength Index (BSI) score of 90.9 out of 100 and an AAA+ grade.
A balanced scorecard of measures analyzing marketing investment, stakeholder equity, and business performance is used by Brand Finance to determine the relative strength of brands in addition to determining brand value.
Brand Finance's stakeholder equity evaluation, which is ISO 20671 certified, uses original market research data from over 100,000 respondents in over 35 countries and over 30 industries.
Ferrari's best-ever year in terms of revenue occurred in 2021, with the firm rewarding all employees as a consequence, and the company's expected growth for 2022 remains strong. Ferrari's traditional goal of controlled expansion has helped to maintain its exclusivity within its industry, but the launch of a new high-end fashion line last year broadened the brand's target market to a younger generation.
The goal of building a high-end brand that can appeal to Italian luxury lifestyles would assist extend and improving the company's brand portfolio while increasing brand recognition among the younger generation.
Denso is the most valued brand of car parts
Following the relaxation of lockdown limitations, car sales increased, and demand for auto component brands increased as well. The worldwide chip scarcity has disrupted manufacturing, but the overall prognosis is encouraging, as indicated by the fact that the great majority of brands in the Brand Finance Auto Components 25 2022 list are witnessing solid growth.
Denso has preserved its status as the most valuable car component brand in the world for the fifth year in a row, with a brand value of US$4.2 billion, up 12% from the previous year.
The company continues to help fight the COVID-19 pandemic by working with Ford to develop respirator components and holding over 50 immunization clinics for employees across North America.
Denso, which has over two decades of expertise in manufacturing hybrid car parts, will benefit from the growing usage of hybrid and electric vehicles in the future.
Due to the varied needs for parts compared to internal combustion engines, the transition to electric cars has created a significant challenge to the auto component industry.
The components necessary for electric cars, on the other hand, are more value-adding and will raise the overall value share of components in the manufacturing process, so those that invest wisely will experience significant growth in the future years.
Michelin is the most valuable and powerful tire brand in the world
The tire sector recovered traction in 2021 as the world opened up again and travel increased, with practically every brand in the Brand Finance Tyres 15 2022 rating being more valuable than they were pre-pandemic.
With a brand value of US$7.7 billion and a brand strength index score of 85.8 out of 100, Michelin has preserved its status as the world's most valuable and powerful tire brand.
Despite the persistent market upheaval, Michelin increased consolidated sales by 15.6 percent year over year in the first nine months of 2021 and surpassed forecasts in the third quarter owing to a comeback in demand for farm machinery tires. The firm also announced that it will extend its agreement with the MotoGP World Championship through 2026, maintaining the competition's official tire provider.
Michelin has done admirably during the epidemic, putting some gap between itself and second-placed Bridgestone. Through one of the most turbulent economic eras in history, Michelin's long history of innovation and reputation for quality has continued to pay off.
SIXT is the fastest-growing automobile rental company
After a sharp decrease in brand value at the start of the epidemic, vehicle rental businesses have gained traction in 2021. As the demand for car rentals grows, companies in this area will have more opportunities to innovate and gain market share.
According to the Brand Finance Automobile Rental Services 10 2022 rating, SIXT is the world's fastest-growing car rental brand in 2022, with a 115 percent gain in brand value over the year to US$1.3 billion. The company has developed a solid international growth plan, swiftly increasing in the United States and extending into new areas like Australia.
SIXT's brand value has increased by 265 percent in the last five years, making it one of the top brands in the Brand Finance Car Rental Services 10 rating for 2022. Its foreign development plan, which includes establishing strategic collaborations in the automotive, technology, and hotel industries, as well as the introduction of new subscription models, is paying off handsomely.
Enterprise has maintained its position as the most valuable automobile rental brand in the world, with a brand worth of US$7.1 billion, up 6% year over year. Despite COVID-related travel limitations, the brand has done well by opening new mobility hubs and electrifying its fleet, but its brand worth remains below its pre-pandemic level of US$7.4 billion.