New Brand Finance data shows the mobility sector’s brand value grew 28% in 2026
LONDON, 23 April 2026 – The global mobility sector grew by 28% in 2026 to a total brand value of USD107.7 billion represented by 20 brands, according to the Automotive Industry 2026 report from Brand Finance, the world's leading brand valuation consultancy. Driven by continued expansion across ride-hailing, vehicle rental, and fleet management, the latest ranking is led by US (nine brands), followed by Brazil (three), France (two) and individual brands from Germany, Singapore, China, South Korea, Estonia, and Spain.
The sector’s growth over the past year has been underpinned by accelerating digital adoption, gradual fleet electrification, and wider use of connected vehicle technologies, while infrastructure constraints and regulatory uncertainty, particularly in Europe, continue to shape the pace of transition.
Uber (brand value up 35% to USD50 billion) retains its position as the most valuable mobility brand 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. This contributed to increased gross bookings, particularly in the Delivery segment, and reinforced Uber’s leading position in global mobility.
Enterprise (brand value up 24% to USD23.9 billion) and Ayvens (brand value up 20% to USD4.7 billion) held onto the position of second and third most valuable mobility brand this year. Enterprise growth supported by continued international expansion and steady transaction growth. The brand expanded across Europe and entered new markets including Chile, Thailand, and the US’ Virgin Islands, bringing its network to over 9,500 locations in more than 90 countries, while in 2025 transaction growth exceeded 7%.
The only mobility brand from Southeast Asia, Grab (brand value up 53% to USD1.7 billion), has entered the global top 10 this year. Growth was driven by strong performance in food delivery (GrabFood) and mobility (GrabTaxi), with On-Demand Services recording a 24% year-on-year increase in quarter three of 2025. At the same time, its financial services segment, particularly lending, expanded rapidly, with the loan portfolio growing 65% year-on-year, contributing to higher overall revenue.
Alex Haigh, Global Sector Head of Automotive Industries, Brand Finance, commented:
“The global mobility sector is entering a new phase of growth, driven by digital adoption, platform integration, and expanding service ecosystems. Brands like Grab highlight how mobility players are evolving beyond ride-hailing, leveraging food delivery and financial services to diversify revenue streams and deepen customer engagement. However, while demand remains strong, the pace of transformation will continue to be shaped by infrastructure readiness and regulatory clarity, particularly in more mature markets. Meanwhile, Uber, Enterprise and Ayvens retain their positions as the world’s three most valuable mobility brands, reflecting the continued dominance of established players in a rapidly evolving sector.”
Lyft (brand value up 7% to USD3.7 billion) emerges as the strongest mobility brand globally, with a Brand Strength Index (BSI) score of 82.3/100 and a notable improvement in the price element, driven by its price lock strategy.
The global automobile sector, which is part of the Automotive Industry 2026 report, recorded consecutive declines, falling 1% in 2025 and a further 7% in 2026, with total brand value now standing at USD575.4 billion.
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 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.
Beyond vehicle manufacturers, Brand Finance has also released 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.
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.
