In the automotive world, as a general rule, we tend to associate premium brands with the highest quality standards. Cars manufactured by the most reputable companies usually stand out for being made with high-quality materials and for the technological innovation they incorporate, thus elevating the user experience to exceptional levels.
Nobody questions the strength and weight that brands like Ferrari, Mercedes or BMW have within the automotive company and among users. However, none of these three companies has managed to stand out as the best automobile brand in the world, after the consulting firm Interbrand published, as it does every year, its Best Global Brands report.
The report includes the 100 most valuable brands in the world and, once again, confirms technology companies as the strongest. For the eleventh consecutive year, Apple is crowned the most valuable firm in the world, followed by Microsoft and Amazon. Regarding the automotive sector, Toyota stands as the leading company, occupying sixth place in the ranking, ahead of Mercedes (7th) and BMW (10th).
Tesla occupies twelfth place in a ranking in which nine other brands appear among the 100 most valuable in the world.
To establish the ranking, Interbrand takes into account how the world's strongest companies perform in a rapidly changing scenario. For this reason, it analyzes aspects related to the company's financial results, the role that the brand plays in customer purchasing decisions and its competitive strength in the market.
Toyota is positioned in first place in the automobile sector with a brand value of 64,504 million dollars, 8% more than the previous year's ranking. The Japanese firm is far from Apple, whose brand value is 502,680 million dollars, Microsoft (316,659 million dollars) and Amazon (276,929 million dollars), but it comfortably leads the ranking of its sector, despite the fact that it only leads Mercedes by one position. The brand value of the German firm is 61,414 million dollars, according to the report.
Apple's first place in the ranking prepared by Interbrand coincides with that published in August by Kantar, which placed the company founded by Steve Jobs in first place among the most valuable companies in the world, ahead of Google and Microsoft. As far as automobile brands are concerned, the ranking of the world's leading data company placed Tesla at the top, ahead of Toyota and Mercedes.
In 2022, Toyota not only positioned itself as the undisputed leader in the global automobile market with 10.4 million registrations, but also achieved an unprecedented achievement by becoming for the first time the brand with the highest number of units delivered in Spain. The Japanese firm recorded the sale of 73,505 copies in our country in 2022, 17.90% more compared to the previous year, achieving a market share of 9.10%.
Toyota's predominant position as the manufacturer with the highest number of automobile sales in Spain in 2022 marks a significant milestone in the history of the automotive industry in our country. It is the first time that an Asian company reaches first place in the ranking.
This leadership was complemented by the success of the South Korean brands Kia and Hyundai, classified in second and third place, respectively, thus forming an unprecedented podium made up exclusively of three Asian automobile companies.