Sixteen Automakers In World's Top 100 Brands List

Automobile manufacturers feature strongly amongst the world's best brands. In fact they account for 14 per cent of the global best across all sectors and services in the 100 Best Global Brands in 2017 list released by Interbrand. 16 automakers feature amongst the world's top 100 brands, and 2 have made it into the top 10, namely Toyota at seventh spot, and Mercedes-Benz at the ninth. Automobiles as a whole are also the second fastest growing sector for the year, behind only technology but well ahead of FMCG, Retail, Beverages and Financial Services categories.

 Toyota tops the auto standings at the seventh position in the 'Top 100 Brands' list

Other auto brands in the list are BMW at thirteen, Honda at twenty, Ford at thirty three, Hyundai just places behind, Audi at thirty eight, with Nissan and Volkswagen one and two spots below respectively. Porsche us at forty eight, Kia at sixty nine, Land Rover at seventy three, Harley Davidson at seventy seven, MINI at eighty seven, followed immediately by Ferrari at eighty eight and finally Tesla and ninety eight, round off the automakers here. It is interesting to note that Ferrari makes a return to the list as a new entrant this year. But the report states that 12 of the 16 automotive brands in the top 100 actually grew in value in 2017. But that may be difficult to replicate going forward. Interbrand's Executive Director, Client Service, Jim Hoostal, says, "The automotive industry is facing unprecedented challenges that are affecting the entire ecosystem-from manufacturers to suppliers, retailers, and the brands themselves. These are being driven by changes in technology, public policies, and the consumer market-all materializing at the same time."

Harley-Davidson is the only two-wheeler maker in the list, at the at seventy seventh spot

With technology cited as the number of factor affecting motown - especially the research on the autonomous side of things, it is no surprise to see Tech companies topping the Best Global Brands list. Apple, Google and Microsoft - the top three in that order, are all working on some technology or another that will see them becoming major influencers, suppliers or even manufacturers in the car space in the immediate future. In fact many IT giants are already partnering with OEMs, or is it the other way around?

Mercedes-Benz takes the ninth position in the 'Top 100 Brands' list, right after Toyota

Hoostal further adds, "Automotive is the second most valuable sector, representing 14.5% of the BGB table's total value, at USD $266,827 million. These companies have an opportunity to leverage the significant strength of their brands for the future. Brand value comprises both external and internal elements. Great design, engineering, and use of technology are clearly important, but if an organization cannot change its culture, it will not be positioned for success in the fast-approaching automotive future." The industry is also facing a massive challenge in the form of policy changes - most directed at going greener - across the world. From Germany to the UK, to even India - we have key announcements from governments seeking an end to vehicles using fossil fuels over the next 2 decades.

BMW, Honda, Ford, Audi are at the thirteenth, twentieth, thirty third and thirty eighth spot respectively

And that is where we also look at the innovation and partnerships that OEMs are entering that may help create further value for themselves. Ford has announced a tie up with Mahindra, Toyota is working with Suzuki on the one hand and BMW on another, the VW group leverages synergies amongst its 9 brands, and Daimler is also working with Renault, while Renault-Nissan have already been alliance partners for some time now. Fiat-Chrysler, Hyundai-Kia are also now open to further partnerships to ensure broad basing of the huge costs that are coming. Even on the bike side alliances, and mergers or takeovers are the way forward it would seem. Case in point Triumph-Bajaj/KTM, BMW-TVS, and perhaps even a Ducati-Royal Enfield? "How these companies manage their businesses, treat employees, and make decisions will be key factors for their success and brand growth in the years to come", says Hoostal.