1、Automotive Industry 2022The annual report on the most valuable and strongest automobile, auto component, tyre & car rental services brandsFebruary 2022Brand Finance Automotive Industry 2Contents. 2022 All rights reserved. Brand Finance Plc.About Brand Finance3Foreword7 David Haigh, Chairman &

2、; CEO, Brand FinanceExecutive Summary9Brand Value Rankings16Auto 10016Auto Components 2018Tyres 1522Car Rental Services 1026Brand Spotlights30BYD31 FeatureGiti33 FeatureSIXT35 Interview with Robin Ruschke, Senior Vice President Global Brand Strategy & Communications, Sixt SEInsights382022 Auto B

3、rand Trends39 Alex Haigh, Valuation Director, Brand FinanceMethodology49Our Services56Brand Finance Automotive Industry 3About Brand Finance.Brand Finance is the worlds leading brand valuation consultancy.We bridge the gap between marketing and financeBrand Finance was set up in 1996 with the aim of

4、 bridging the gap between marketing and finance. For 25 years, we have helped companies and organisations of all types to connect their brands to the bottom line.We quantify the financial value of brandsWe put 5,000 of the worlds biggest brands to the test every year. Ranking brands across all secto

5、rs and countries, we publish nearly 100 reports annually.We offer a unique combination of expertiseOur teams have experience across a wide range of disciplines from marketing and market research, to brand strategy and visual identity, to tax and accounting.We pride ourselves on technical credibility

6、Brand Finance is a chartered accountancy firm regulated by the Institute of Chartered Accountants in England and Wales, and the first brand valuation consultancy to join the International Valuation Standards Council.Our experts helped craft the internationally recognised standards on Brand Valuation

7、 ISO 10668 and Brand Evaluation ISO 20671. Our methodology has been certified by global independent auditors Austrian Standards as compliant with both, and received the official approval of the Marketing Accountability Standards Board.Get in Touch. business enquiries, please contact:Alex HaighValuat

8、ion DFor media enquiries, please contact:Konrad JagodzinskiCommunications DFor all other enquiries:+44 207 389 A Brand Value Report provides a complete breakdown of the assumptions, data sources, and calculations used to arrive at your brands value. Each report includes expert recommendations for gr

9、owing brand value to drive performance and offers a cost-effective way to gaining a better understanding of your position against peers.Request your ownBrand Value ReportBenefitsContentsCompetitorBenchmarkingVisit email enquiriesbrandfi Brand Valuation SummaryBrand Strength TrackingCost of Capital A

10、nalysisRoyalty RatesCustomer Research FindingsInsightStrategyBenchmarkingEducationCommunicationUBrand Finance Automotive Industry 5Brand Finance InstituteBrand Finance Institute is the educational division of Brand Finance, whose purpose is to create and foster a professional environment for knowled

11、ge-sharing and networking among practitioners and experts in the market. BFI organises events, in-company training, and corporate educational initiatives around the world. In the quest for marketing excellence and with the purpose to equip the brand valuation and strategy practitioners with the nece

12、ssary skills and tools, we have developed a wide range of programmes and certifications in collaboration with the most coveted business schools, universities and thought leaders in the field.Brandirectory is the worlds largest database of current and historical brand values, providing easy access to

13、 all Brand Finance rankings, reports, whitepapers, and consumer research published since 2007. +Browse thousands of published brand values +Track brand value, strength, and rating across publications and over time +Use interactive charts to compare brand values across countries, sectors, and global

14、rankings +Purchase and instantly unlock premium data, complete brand rankings, and researchVisit to find out more.Brand Finance Group.Brand DialogueBrand Dialogue is a public relations agency developing communications strategies to create dialogue that drives brand value. Brand Dialogue has over 25

15、years of experience in delivering campaigns driven by research, measurement, and strategic thinking for a variety of clients, with a strong background in geographic branding, including supporting nation brands and brands with a geographical indication (GI). Brand Dialogue manages communications acti

16、vities across Brand Finance Groups companies and network.VI360VI360 is a brand identity management consultancy working for clients of all sizes on brand compliance, brand transition, and brand identity management. VI360 provide straightforward and practical brand management that results in tangible

17、benefits for your business.BGlobal BrandEquity MonitorOriginal market research on over 5,000 brands 36 countries and 29 sectors coveredOver 100,000 respondents surveyed annuallyWe are now in our 6th consecutive year conducting the studyVisit or email enquiriesbrandfi David Haigh Chairman & CEO,

18、Brand FinanceBrand Finance Automotive Industry 7Foreword.What is the purpose of a strong brand: to attract customers, to build loyalty, to motivate staff? All true, but for a commercial brand at least, the first answer must always be to make money.Huge investments are made in the design, launch, and

19、 ongoing promotion of brands. Given their potential financial value, this makes sense. Unfortunately, most organisations fail to go beyond that, missing huge opportunities to effectively make use of what are often their most important assets. Monitoring of brand performance should be the next step,

20、but is often sporadic. Where it does take place, it frequently lacks financial rigour and is heavily reliant on qualitative measures, poorly understood by non-marketers.As a result, marketing teams struggle to communicate the value of their work and boards then underestimate the significance of thei

21、r brands to the business. Sceptical finance teams, unconvinced by what they perceive as marketing mumbo jumbo, may fail to agree necessary investments. What marketing spend there is, can end up poorly directed as marketers are left to operate with insufficient financial guidance or accountability. T

22、he end result can be a slow but steady downward spiral of poor communication, wasted resources, and a negative impact on the bottom line.Brand Finance bridges the gap between marketing and finance. Our teams have experience across a wide range of disciplines from market research and visual identity,

23、 to tax and accounting. We understand the importance of design, advertising, and marketing, but we also believe that the ultimate and overriding purpose of brands is to make money. That is why we connect brands to the bottom line.By valuing brands, we provide a mutually intelligible language for mar

24、keting and finance teams. Marketers then have the ability to communicate the significance of what they do, and boards can use the information to chart a course that maximises profits. Without knowing the precise, financial value of an asset, how can you know if you are maximising your returns? If yo

25、u are intending to license a brand, how can you know you are getting a fair price? If you are intending to sell, how do you know what the right time is? How do you decide which brands to discontinue, whether to rebrand and how to arrange your brand architecture? Brand Finance has conducted thousands

26、 of brand and branded business valuations to help answer these questions.Brand Finances research revealed the compelling link between strong brands and stock market performance. It was found that investing in highly-branded companies would lead to a return almost double that of the average for the S

27、&P 500 as a whole.Acknowledging and managing a companys intangible assets taps into the hidden value that lies within it. The following report is a first step to understanding more about brands, how to value them and how to use that information to benefit the business.The team and I look forward

28、 to continuing the conversation with you.Brand Finance Automotive Industry 8Tesla Shows No Intention of Hitting Brakes. + Tesla sees biggest growth of all auto brands over course of COVID-19 pandemic in the Brand Finance Automobile 100 ranking, brand value up 271% since 2020 + Boom in electric vehic

29、le market sees Chinese auto brands account for eight out of top 10 fastest-growing brands. BYD becomes most valuable Chinese brand in ranking, brand value doubles to US$6.4 billion + Toyota retains title of worlds most valuable car brand, brand value up 8% to US$64.3 billion + Mercedes-Benz holds on

30、 to 2nd place, but German auto brands see brand values fall in this years ranking + Ferrari defends worlds strongest automobile brand title with elite AAA+ brand strength rating, whilst Porsche is named most valuable in luxury and premium segment + Japans Denso tops the Brand Finance Auto Components

31、 20 2022 ranking for 5th consecutive year, brand value US$4.2 billion + Michelin is worlds most valuable and strongest tyre brand for 5th year running, according to Brand Finance Tyres 15 2022 ranking, brand value US$7.7 billion + SIXT named fastest-growing brand in Brand Finance Car Rental Services

32、 10 2022 ranking, brand value up a remarkable 115%Executive Summary.Brand Finance Automotive Industry 10Auto 100.Tesla has been the fastest growing automobile brand over the course of the pandemic with astounding brand value growth of 271% in the last two years. The brands impressive growth continue

33、d this year with its brand value up by 44% to US$46.0 billion, which saw it move from 6th to 3rd in the Brand Finance Automobile 100 2022 ranking. Tesla was the only brand in the Top 10 of the ranking to see significant growth this year.Every year, Brand Finance puts 5,000 of the biggest brands to t

34、he test, and publishes nearly 100 reports, ranking brands across all sectors and countries. The Brand Finance Automotive Industry 2022 report ranks the worlds top 100 most valuable and strongest automobile brands, the top 20 auto component brands, the top 15 tyre brands and the top 10 car rental ser

35、vice brands. Teslas CEO, Elon Musk, has played a huge part in the growth of the brand with his charismatic, and at times controversial, behaviour keeping it firmly in the limelight. Teslas transformation into a household name has seen other brands try to connect themselves to the brand to benefit fr

36、om the Tesla effect. 2021 saw Tesla increase its footprint in China, to ensure it continues to compete in the booming Chinese market. It opened a new research and development centre, its first outside of America, in addition to a data centre at its Gigafactory in Shanghai. The brand also built a sec

37、ond delivery centre in the city, which incorporates sales, test driving and delivery of Tesla vehicles. Looking to 2022, Tesla announced it would launch no new models this year due to the global chip shortage, as doing so would reduce its overall output. Instead, the brand will focus on its full sel

38、f-driving software as well as scaling up its production capabilities. A trend we expect to see within the automotive industry in the future is the growth of add-on and subscription services. Tesla is one of the brands at the forefront of this shift with its full self-driving software, which the bran

39、d estimates could eventually be worth more than the value of the car itself.Alex HaighValuation Director, Brand FinanceBrand Finance Automotive Industry 11Auto 100.Electric revolution sees Chinese brands surge Chinese brands account for eight of the top 10 fastest-growing brands in the Brand Finance

40、 Automobile 100 2022 ranking. The increasing popularity and adoption of electric vehicles in China has been a key driver behind the impressive growth for these brands, with China accounting for most electric vehicles sold globally. Several Chinese brands are looking to capitalise on the momentum by

41、expanding their global footprints, with several of these brands launching in Europe in 2021. While Tesla has seen the fastest growth over the past two years of the COVID-19 pandemic, Great Wall is the fastest-growing brand in the ranking this year, with its brand value increasing by an impressive 10

42、9% to US$2.6 billion. As well as launching in Europe last year, Great Wall announced it will be launching nine electric vehicle models in Thailand over the next three years, where demand is expected to grow considerably. Great Wall plans to use Thailand as a base to launch its expansion into the ASE

43、AN region. The auto marques CEO, Jianjun Wei, was also the top ranked automobile CEO in the Brand Finance Brand Guardianship Index 2022, which ranks the worlds top 250 Chief Executives according to how well they manage and grow their companys brand, and placed 3rd overall across all industries.BYD w

44、as the second fastest-growing brand in the automotive ranking with its brand value doubling to US$6.4 billion, an increase which saw it overtake Haval (brand value up 55% to US$6.1 billion) to become Chinas most valuable car brand. BYD, which specialises in electric vehicles, saw sales accelerating

45、232% in 2021 with 603,783 models sold making it the best-selling new energy vehicle manufacturer in China for the ninth year. Joining Great Wall and BYD in the Top 10 fastest-growing brands is Song (brand value up 90% to US$1.7 billion), Qin (up 89% to US$475 million), Tang (up 88% to US$630 million

46、), NIO (up 79% to US$2.6 billion), Dongfeng (up 67% to US$1.4 billion), and WEY (up 56% to US$613 million). Brand Value Change 2021-2022 (%) Brand Finance Plc 2022109%100%90%89%88%88%79%74%66%56%-62%-44%-34%-33%-31%-31%-29%-27%-27%-22%Brand Finance Automotive Industry 12Auto 100.The shift to electri

47、c vehicles has benefitted Chinese brands hugely. With traditional internal combustion engine technology China was playing catchup, but in the electric vehicle space many Chinese brands are at the forefront. BYDs newly unveiled Blade Battery is a prime example, and this will not only be used in BYD m

48、odels, the brand has even been in talks to supply Tesla.Alex HaighValuation Director, Brand FinanceToyota holds on to pole position as most valuable automobile brand Although Chinese auto brands have seen impressive growth, Japans Toyota has held on to the top spot in the Brand Finance Automobile 10

49、0 2022 ranking with a brand value of US$64.3 billion. Whilst the Japanese brand wasnt immune to the global chip shortage that ravaged the industry, Toyota was better placed than most to weather the storm thanks to its contingency stockpiling. The foresight allowed the brand to keep production levels

50、 high when others faltered and resulted in Toyota outselling General Motors in North America in Q1 2021 the first time any brand has outsold General Motors in the region since 1998. Toyota remains the worlds top-selling automaker, the only manufacturer selling over 10 million vehicles globally. Toyota was one of the ea