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2nd June 2015

Toyota keeps brand leadership by adding emotional appeal to its technical achievements. (2015 Camry SL hybrid shown)

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TOYOTA'S BRAND VALUE TOPS GLOBAL AUTO INDUSTRY

Toyota has been crowned the world's most valuable automotive brand for the eighth time in the past 10 years in a study undertaken by a major international market research agency.

Toyota led the way with a brand value of more than US$28.9 billion (A$37.6 billion), according to the BrandZ™ Top 100 Most Valuable Global Brands 2015 report, released by market researcher Millward Brown.

The report - based on interviews with two million consumers in more than 30 countries - cited Toyota's hybrid leadership as a key factor in its success.

Referring to the demand for vehicles that achieve high levels of environmental responsibility without sacrificing performance, it said Toyota had worked to build on its technical achievements by adding emotional appeal.

In the past year, Toyota has launched the world's first commercial hydrogen fuel-cell sedan, the Mirai. It is sold in Japan and will be exported to Europe and US in the second half of this year. 

Since Toyota pioneered the world's first mass-produced full hybrid vehicle in 1997, Toyota Prius, sales of Toyota and Lexus hybrid models have exceeded seven million globally.

Overall in 2014, Toyota Motor Corporation's global sales increased by 2.5 per cent to 10.2 million vehicles, which contributed towards the company's brand valuation.

Second and third places in the automotive sector were taken by luxury German marques while only three other automotive companies were listed in the top 100.

Lexus moved up to 10th among the car companies, thanks to its focus on quality and the differentiation of its rejuvenated range of vehicles.

According to BrandZ™, consumer perception is a key input in determining brand value because brands are a combination of business performance, product delivery, clarity of positioning and leadership. 

BRAND VALUE - CARS ($US '000)
1. Toyota $28,913
2. BMW $26,349
3. Mercedes-Benz $21,786
4. Honda $13,332
5. Ford $13,106
6. Nissan $11,411
7. Audi $10,127
8. Volkswagen $9,283
9. Land Rover $4,987
10. Lexus $4,329

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