The international car manufacturers have been investing billions of euros and US dollars for years to get fit for the years and decades to come. Combustion engines will only play a secondary role on most international markets in the future, and in the medium term the issue of buying a car will often have been dealt with. Not only leasing and financing will take its place on the many markets, but also, in particular, for younger customers in large cities, car subscription models and long-term rentals. At the same time, the big car manufacturers are working hard to become true high-tech corporations in order to develop new business models based on the Google model.
Despite this time of upheaval and precisely because of this, car manufacturers remain more in demand than ever. There are still no car brands among the three most valuable brands in the world. In Interbrand's 2022 Best Global Brands Report, Apple is still the most expensive brand worldwide, followed by Microsoft, Amazon and Google. After all, Tesla is in twelfth place with an increase of 32 percent, one of the three international brands with the largest growth. Mercedes is not the most valuable car brand in eighth place, but it is the only group from Europe in the top ten. "Mercedes Benz again in eighth place and the double-digit increase in brand value to more than 56 billion US dollars confirm our strategic course of defining the sustainable luxury of the future, placing even more focus on our customers and making every point of contact with our brand unique designing an experience,” says Bettina Fetzer, Head of Mercedes Marketing.
Just ahead of Mercedes, the Toyota group was able to place sixth. Overall, the hundred most valuable brands according to the Interbrands ranking in 2022 correspond to a total value of 3,088,930 billion US dollars, which not only corresponds to a growth rate of 16 percent, but also means the leap over the three trillion dollar mark for the first time . Surprisingly, the first ten brands in the Interbrands ranking, with a brand value of 1,648,770 billion US dollars, are worth more than the remaining 90 brands together, which still stand for 1,440,160 billion US dollars. Unbelievable: the top three brands account for 53 percent of this total.
In 13th place, one place behind Tesla, is BMW, the second German car manufacturer. The Japanese car manufacturer Honda is in 26th place, Hyundai in 35th place and Audi in 46th place, which was even able to distance the parent company Volkswagen in 48th place. Despite powerful electric tendencies and a wide-ranging model portfolio, Ford is only in 50th place and Porsche, despite the recent IPO, only in 53rd place. Nissan (61st place), Ferrari (75th place), Kia (87th place) and Land follow Rover in 98th place and BMW subsidiary Mini in 99th place.
