Kantar, the world's leading data company, has presented its latest report with the 100 most valuable brands in the world in 2023. The consultancy annually draws up a ranking of brands by category, including automotive, although it also establishes a global classification. . In the latter, Apple remains the undisputed leader with a brand valuation of 880,455 million dollars (805,661 million euros), followed by Google and Microsoft.
As far as car brands are concerned, the Kantar Brandz Most Valuable Global Brands 2023 ranking once again places Tesla at the top of the list. The electric vehicle manufacturer has a brand value of 67,662 million dollars (61,932 million euros), almost 2.5 times more than Toyota, in second position, which reaches 28,513 million dollars (26,092 million euros). In third place is Mercedes-Benz with a brand value of 23,978 million dollars (22,163 million euros).
In the global ranking of Tesla brands, it is ranked number 25, still far from entering the top 10 that Coca Cola closes with a brand value of 106,109 million dollars (97,123 million euros), after having experienced a growth of one 8% compared to the previous year. However, above all, it stands out that the leading brand in the automotive industry section is a manufacturer of electric cars, repeating the first place obtained in 2022.
In general, one of the common aspects in all automotive brands is the decrease in value compared to previous years. The drop in sales due to the microchip crisis and the consequent delay in deliveries, as well as the complex economic situation dominated by inflation, are hidden behind this setback.
In the case of Tesla, one of its great assets to lead the ranking of its category is that the value of its brand not only concerns its vehicles, but also its network of superchargers, says Kantar. The company led by Elon Musk forms a whole around the electric car, which has established itself as a formula for future mobility.
In its conclusions, the consultancy highlights that two of the most valuable automotive brands are pure electric. In addition to Tesla, the Chinese firm BYD appears in the top 10, which occupies the sixth position in the ranking, with a brand value of 10,069 million dollars (9,311 million euros) and in full European expansion. Ahead of BYD are BMW, with a brand value of 20,944 million dollars (19,359 million euros), and Porsche, with 16,144 million dollars (14,927 million euros).
BYD, whose initials stand for the phrase 'Build Your Dreams' (build your dreams), is the world's second largest manufacturer of electric cars, only behind Tesla. In the latest edition of the Barcelona Motor Show, held last May, it exhibited the four models it has for sale in Spain at its stand.
However, Kantar Brandz stresses that electrification is the general pattern in all the brands in the ranking, although its origins lie in combustion. In this sense, the consultancy indicates that both BMW -fourth- and Audi -eighth- "plug into the future".
The brand with the four rings will launch exclusively electric vehicles on the market from 2026, while the Munich-based company will have new batteries that will have 20% more capacity and will be up to 30% faster to charge.
