New Brand Finance data shows automotive sector’s collective brand value stands at $575.4 billion
LONDON, 23 April 2026 – Polestar has climbed 14 ranks among the world’s top 100 most valuable automobile brands to rank 61st globally, according to a new report from Brand Finance, the world's leading brand valuation consultancy. Polestar’s brand value grew 26% to USD1.3 billion, attributed to stronger sales performance, a more focused Europe-led growth strategy, and continued retail expansion, reinforcing its positioning in the premium electric vehicle segment.
Polestar is also the strongest Swedish brand in the ranking, with a Brand Strength Index (BSI) score of 69.1 out of 100 and a corresponding AA- rating, rising to 37th rank among the world’s top automobile brands.
Volvo retains its position as the most valuable Swedish automobile brand, climbing one rank among the top 100 globally to rank 14th. This is despite a slight 7% drop in brand value to USD10.6 billion. The only other Swedish brand to make the list is Scania, climbing three ranks to 36th globally following a 10% rise in brand value to USD2.6 billion.
Cristobal Pohle Vazquez, Regional Manager, Scandinavia, Brand Finance, commented:
“Sweden’s automotive sector has proven relatively resilient, with its total brand value declining just 2% compared to a 7% drop globally. Strong growth from Polestar has helped offset wider pressures, while established brands like Volvo and Scania continue to underline the sector’s long-term strength.”
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.
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, among the world’s most valuable automobile brands.
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.
Beyond vehicle manufacturers, 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.
