New Brand Finance data shows the sector’s collective brand value stands at $575.4 billion
LONDON, 23 April 2026 – The global automobile sector recorded consecutive declines, falling 1% in 2025 and a further 7% in 2026, with total brand value now standing at USD575.4 billion, according to the Automotive Industry 2026 report from Brand Finance, the world's leading brand valuation consultancy.
While electric vehicle (EV) adoption continued to rise globally, growth was slower than anticipated. Concerns around charging infrastructure, battery durability, and upfront costs have tempered consumer confidence. At the same time, manufacturers that invested aggressively in electrification are facing excess inventories and margin compression, highlighting a widening gap between policy ambition and near-term market readiness.
Despite this broader slowdown, Toyota (brand value down 3% to USD62.7 billion) retains its position as both the most valuable and strongest automobile brand globally for the second consecutive year. With a Brand Strength Index (BSI) score of 92.5/100 and an AAA+ rating, Toyota continues to benefit from high visibility, strong familiarity, and a reputation for reliability across key markets including Japan, China, India, Malaysia, Singapore, France, Spain, Norway, Denmark, and Australia. Its sustained global sales performance, particularly in hybrid models, alongside a focus on operational efficiency, underpins its resilience .
Mercedes-Benz (brand value down 12% to USD46.6 billion) and BMW (brand value up 3% to USD43.8 billion) rank second and third respectively. Mercedes-Benz faced weaker demand in China and tariff pressures in the US, contributing to declining profitability. Restructuring costs and workforce adjustments further impacted financial performance, while uncertainty surrounding US tariffs led the brand to withdraw its 2025 earnings guidance. Nevertheless, its strong reputation across Europe, China, and the UAE, combined with its premium positioning, has supported its continued presence among the top global brands.
In contrast, BMW demonstrated resilience, supported by a diversified portfolio spanning internal combustion, hybrid, and electric vehicles. Growth in electrified deliveries, an expanding model lineup, and solid performance in Europe and the US helped offset softer demand in China. The brand’s balanced approach to electrification has reinforced both its brand value and market position.
Alex Haigh, Global Sector Head of Automotive Industries, Brand Finance, commented:
“While the global automotive sector is undergoing a structural transition towards electrification, the pace of change is proving more uneven than expected. Brands that have taken a more balanced approach, maintaining flexibility across internal combustion, hybrid, and electric vehicles, are demonstrating greater resilience in the current environment. At the same time, intensifying competition, particularly from Chinese EV manufacturers, is reshaping the competitive landscape and accelerating the need for differentiation, efficiency, and consumer trust. Looking ahead, long-term success will depend not only on technological innovation, but also on brands’ ability to align product strategy with evolving market readiness and infrastructure realities.”
Meanwhile, Zhejiang Leapmotor Technology (brand value up 67% to USD1 billion) emerges as the fastest-growing automobile brand in 2026. Its rapid rise reflects accelerating momentum within China’s highly competitive EV market, as well as growing relevance in the broader global automotive landscape.
The global EV sector is increasingly defined by diverging brand trajectories, with Tesla and BYD exemplifying this shift. Once the undisputed pioneer of electric mobility, Tesla (brand value down 36% to USD27.6 billion) fell three places to sixth, recording one of the largest brand value declines in the sector. In contrast, BYD (brand value up 23% to USD17.3 billion) continues to gain ground, rising to 11th globally. Its growth is supported by scale, affordability, and strengthening consumer trust, alongside an improved brand strength rating from AA (2025) to AA+.
Beyond vehicle manufacturers, Brand Finance is also releasing new insights into the auto components sector, where Bosch (brand value up 24% to USD9 billion) retains its position as the most valuable auto components brand in 2026, supported by its scale, diversified portfolio, and comparatively resilient risk profile.
Meanwhile, for the mobility sector, Uber (brand value up 35% to USD50 billion) retains its position as the most valuable in 2026. The brand’s strong performance was supported by an 18% revenue growth and the success of its subscription programme, Uber One, which drives higher engagement and repeat ride-hailing and delivery orders among over 30 million subscribers. Lyft (brand value up 7% to USD3.7 billion) emerges as the strongest Mobility brand, with a BSI score of 82.3/100 and a notable improvement in the price element, driven by its price lock strategy.
Brand Finance is the world’s leading brand valuation consultancy. Bridging the gap between marketing and finance, Brand Finance evaluates the strength of brands and quantifies their financial value to help organisations make strategic decisions.
Headquartered in London, Brand Finance operates in over 25 countries. Every year, Brand Finance conducts more than 6,000 brand valuations, supported by original market research, and publishes over 100 reports which rank brands across all sectors and countries.
Brand Finance also operates the Global Brand Equity Monitor, conducting original market research annually on 6,000 brands, surveying more than 175,000 respondents across 41 countries and 31 industry sectors. By combining perceptual data from the Global Brand Equity Monitor with data from its valuation database — the largest brand value database in the world — Brand Finance equips ambitious brand leaders with the data, analytics, and the strategic guidance they need to enhance brand and business value.
In addition to calculating brand value, Brand Finance also determines the relative strength of brands through a balanced scorecard of metrics, compliant with ISO 20671.
Brand Finance is a regulated accountancy firm and a committed leader in the standardisation of the brand valuation industry. Brand Finance was the first to be certified by independent auditors as compliant with both ISO 10668 and ISO 20671 and has received the official endorsement of the Marketing Accountability Standards Board (MASB) in the United States.
Brand is defined as a marketing-related intangible asset including, but not limited to, names, terms, signs, symbols, logos, and designs, intended to identify goods, services, or entities, creating distinctive images and associations in the minds of stakeholders, thereby generating economic benefits.
Brand strength is the efficacy of a brand’s performance on intangible measures relative to its competitors. Brand Finance evaluates brand strength in a process compliant with ISO 20671, looking at Marketing Investment, Stakeholder Equity, and the impact of those on Business Performance. The data used is derived from Brand Finance’s proprietary market research programme and from publicly available sources.
Each brand is assigned a Brand Strength Index (BSI) score out of 100, which feeds into the brand value calculation. Based on the score, each brand is assigned a corresponding Brand Rating up to AAA+ in a format similar to a credit rating.
Brand Finance calculates the values of brands in its rankings using the Royalty Relief approach – a brand valuation method compliant with the industry standards set in ISO 10668. It involves estimating the likely future revenues that are attributable to a brand by calculating a royalty rate that would be charged for its use, to arrive at a ‘brand value’ understood as a net economic benefit that a brand owner would achieve by licensing the brand in the open market.
The steps in this process are as follows:
1 Calculate brand strength using a balanced scorecard of metrics assessing Marketing Investment, Stakeholder Equity, and Business Performance. Brand strength is expressed as a Brand Strength Index (BSI) score on a scale of 0 to 100.
2 Determine royalty range for each industry, reflecting the importance of brand to purchasing decisions. In luxury, the maximum percentage is high, while in extractive industry, where goods are often commoditised, it is lower. This is done by reviewing comparable licensing agreements sourced from Brand Finance’s extensive database.
3 Calculate royalty rate. The BSI score is applied to the royalty range to arrive at a royalty rate. For example, if the royalty range in a sector is 0-5% and a brand has a BSI score of 80 out of 100, then an appropriate royalty rate for the use of this brand in the given sector will be 4%.
4 Determine brand-specific revenues by estimating a proportion of parent company revenues attributable to a brand.
5 Determine forecast revenues using a function of historic revenues, equity analyst forecasts, and economic growth rates.
6 Apply the royalty rate to the forecast revenues to derive brand revenues.
7 Discount post-tax brand revenues to a net present value which equals the brand value.
Brand Finance has produced this study with an independent and unbiased analysis. The values derived and opinions presented in this study are based on publicly available information and certain assumptions that Brand Finance used where such data was deficient or unclear. Brand Finance accepts no responsibility and will not be liable in the event that the publicly available information relied upon is subsequently found to be inaccurate. The opinions and financial analysis expressed in the study are not to be construed as providing investment or business advice. Brand Finance does not intend the study to be relied upon for any reason and excludes all liability to any body, government, or organisation.
The data presented in this study form part of Brand Finance's proprietary database, are provided for the benefit of the media, and are not to be used in part or in full for any commercial or technical purpose without written permission from Brand Finance.
