It’s that time of the year when US brand consultancy Interbrand publishes their annual “Best Global Brands” study, and – surprise, surprise – Mercedes-Benz has once again been ranked as the world’s most valuable luxury car brand, for the sixth year in a row.
The Three-pointed Star’s brand value has grown by 3% from 2020 to now USD50.9 billion. However, its overall ranking remains at eight, making it the only German brand to make it into the top 10. Mercedes-Benz’s closest rival, BMW, drops to 12th place (from 11th) with a 5% growth in brand value (USD41.6 billion).
Just like last year, Mercedes-Benz isn’t actually the most valuable carmaker overall – that title goes to Toyota, who retains seventh place with a 5% growth in brand value (USD54.1 billion). That’s why you’ll only see Mercedes-Benz ever talk about itself as the most valuable luxury carmaker.
Read our review of the Mercedes-Benz E 200 Avantgarde here!
The most surprising addition to the top 20 most valuable brand is Tesla, who climbed a whopping 26 positions to 14th this year, thanks to a 184% increase in brand value to USD36.3 billion.
Other luxury carmakers that made the Top 100 include Audi at 46th place (down two places from last year), Porsche (58th, down three), Ferrari (76th, up three), Mini (96th, down one), and Land Rover (98th, down five).
“Our continued ranking in the top ten and the increased brand value are successes that we at team Mercedes-Benz are very proud of. This result validates our strategic direction yet again – as a company but also in terms of our brand positioning,” said Mercedes-Benz VP of Communications and Marketing, Bettina Fetzer.
“Across all our brands, Mercedes-Benz is transitioning from a traditional understanding of luxury to a modern interpretation that emphasises aspects such as approachability, innovation and individuality, that establishes an awareness of a world of new possibilities and that inspires enthusiasm for sustainable mobility.”
Mercedes-Benz has stopped development of PHEV powertrains to focus solely on EVs. Learn more here.
Interbrand has been conducting its “Best Global Brands” study since 1999, and is often regarded as one of the most competitive benchmarks and indicators used by company CEOs to gauge the company’s performance.
The ranking system is based on three primary criteria: “The financial performance of the brand’s products or services”, “The role of the brand in the purchasing decision-making process”, and “The strength of the brand when it comes to securing future returns for the company”.
More information on the study and the full Top 100 list can be found on Interbrand’s website here.
