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      04-28-2010, 08:55 PM   #1
SUB-ZERO
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Report: BMW Surpasses Toyota as World’s Most Valuable Automaker

Found this on the Motor Trend Iphone App:


We€™ve seen plenty of sales figures and earnings reports from automakers across the world, but according to a market research firm, BMW has surpassed Toyota to become the world€™s most valuable auto brand.


According to market research company Milward Brown, Toyota€™s brand equity plummeted 27 percent in 2009, thanks in no small part to the company€™s massive recalls beginning. There€™s a chance the brand€™s perception could slip further in 2010, but Peter Walsche, Milward Brown€™s global brand director, believes Toyota will bounce back thanks to its new communication campaign and its overall strength.

In the meantime, Toyota€™s slip has apparently been BMW€™s gain. Since 2009 wasn€™t exactly a good year for many automakers (all but three of the top ten most valuable brands€™ values declined), BMW simply needed to drop less than Toyota to take the number one stop. BMW€™s value slipped nine percent to just over $21.8 billion, barely inching past Toyota€™s value, which is just beneath that figure. The third place slot goes to Honda, valued at $14.3 billion, while Mercedes-Benz slid eleven percent to $13.7 billion. Porsche holds the fifth place spot at $12 billion, but its value dropped an astounding 31 percent in 2009, thanks to the shaky fiscal waters the company encountered when it attempted to take over Volkswagen.

Ford, Volkswagen, and Audi all increased their value in 2009, an impressive feat given the year€™s turmoil. Ford€™s value increased 19 percent to $7.0 billion. VW rose 20 percent to just under $7.0 billion, and the good news continues for the VW Group as Audi€™s value increased 2 percent to $3.6 billion.

Ford: Technology and Bankruptcy Avoidance

Ford€™s increase likely stems from being the only Detroit Three automaker to avoid bankruptcy last year, which boosted the brand€™s public perception. Ford has also been heavily investing in in-car technology, like Sync and the company€™s new MyFord Touch system. The availability of such in-car technology and smart use of social media has also likely helped the American brand€™s value.

€œOur studies show that investing in technologies that benefit the consumer pays off,€ Walsche told Automotive News. The benefit of Ford€™s investment in technology can also be seen in resale values -- Ford recently released a study that shows cars equipped with Sync retain higher resale values than those without the system.

Audi and VW: German Engineering at a Low Price

Milward Brown attributes the Volkswagen Group€™s growth to offering German engineering at a lower price point than either BMW or Mercedes, but both Volkswagen and Audi may benefit from better brand awareness. Audi, which competes directly with the upscale German brands, saw both its U.S. and global sales volumes increase despite the economic downturn.

*€œBoth carmakers are viewed as trustworthy brands with style, global distribution, German engineering, and lower prices than prestige makes such as BMW and Mercedes,€ Millward Brown said in a statement.

Source: Automotive News (Subscription required), Millward Brown
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      04-28-2010, 09:51 PM   #2
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BMW is just doing everything right!
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      04-28-2010, 10:47 PM   #3
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Did they account for the 735 recalled X5M?
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