Toyota remains the world’s most valuable automotive brand, and one of the top-10 brands overall in the latest annual report by the international consultancy Interbrand. It is the fourth year running that the company has led its sector, its performance strengthened this year by a 16 per cent increase in its calculated brand value, taking its ranking up two places to sixth among all businesses surveyed.
Interbrand’s 16th annual ranking identifies the 100 most valuable global brands by analysing the many ways a brand benefits an organisation-from delivering on customer expectations to driving economic value. The ranking is based on a combination of attributes that contribute to a brand’s cumulative value: the financial performance of the branded products and services; the role the brand plays in influencing customer choice; and the strength the brand has to command a premium price or secure earnings for the company
Moving at the Speed of Life, the title of this year’s report is a native philosophy for Toyota, which takes a customer-centred approach to transport and the creation of ever-better vehicles.
That thinking drives Toyota’s continuing development of range of technologies to address different customer needs.
For example, it believes electric vehicles are best suited for use in urban environments and is currently taking part in a trial transport programme in Grenoble with i-Road and t COMS, two innovative EVs that are being used in a community car-sharing project.
For everyday driving, Toyota expects hybrid and plug-in hybrids to remain the powertrain of choice for the majority of its customers, while a new generation of fuel cell vehicles powered by hydrogen will cater for the long-distance mobility needs in a society increasingly concerned about pollution and air quality. To help promote the development of fuel cell technology, Toyota has opened more than 5,680 fuel cell patents for royalty-free use this year, including those used for Mirai, the world’s first mass produced fuel cell saloon.
“We are extremely honoured to have been named the most valuable automotive brand for a fourth consecutive year. The introduction of the ground-breaking hydrogen powered Mirai passenger vehicle, signals Toyota’s commitment and investment in the automobile of the future.” says Kerry Roodt, General Manager of Marketing Communication at Toyota South Africa.