Data terbaru Brand Finance menunjukkan nilai keseluruhan sektor kini berjumlah $575.4 bilion
LONDON, 23 April 2026 – Sektor automotif global terus mencatat penurunan, menyusut 1% pada 2025 dan 7% lagi pada 2026, dengan jumlah nilai 100 jenama automotif paling bernilai kini mencecah USD575.4 bilion, menurut laporan Automotive Industry 2026 oleh Brand Finance.
Penurunan berterusan ini mencerminkan tekanan yang semakin memuncak dalam industri, daripada lambatnya peralihan ke arah kenderaan elektrik hinggalah kepada persaingan sengit daripada pengeluar China yang semakin berkembang pesat.
Walaupun penggunaan kenderaan elektrik (EV) semakin meningkat, pertumbuhannya tidak seragam seperti yang dijangkakan. Isu seperti kemudahan pengecasan yang masih terhad, kebimbangan terhadap bateri, serta harga yang tinggi membuatkan pengguna lebih berhati-hati. Selain itu, syarikat yang melabur besar dalam EV kini berdepan lebihan inventori dan keuntungan yang semakin tertekan. Ini menunjukkan bahawa jurang antara perancangan dan keadaan sebenar pasaran masih besar.
Dalam keadaan ini, Toyota (nilai jenama turun 3% kepada USD62.7 bilion) masih kekal sebagai jenama automotif paling bernilai dan paling kukuh untuk tahun kedua berturut-turut. Kekuatan Toyota datang daripada reputasinya yang dipercayai, jenama yang dikenali ramai, serta jualan global yang stabil, terutama bagi model hibrid . Dengan skor Indeks Kekuatan Jenama (BSI) sebanyak 92.5/100 dan penarafan AAA+, Toyota terus mendapat manfaat daripada pengaruh jenama yang tinggi, dikenali ramai, serta reputasi yang sinonim dengan kebolehpercayaan di pasaran utama termasuk Jepun, China, India, Malaysia, Singapura, Perancis, Sepanyol, Norway, Denmark, dan Australia.
Mercedes-Benz (nilai jenama turun 12% kepada USD46.6 bilion) dan BMW (nilai jenama naik 3% kepada USD43.8 bilion) masing-masing berada di tempat kedua dan ketiga. Mercedes-Benz terkesan akibat permintaan yang lemah di China dan tekanan tarif di Amerika Syarikat, selain kos penstrukturan semula operasi. Namun, imej premium dan reputasinya yang kuat masih membantu jenama ini kekal dalam kelompok teratas.
Sebaliknya, BMW menunjukkan prestasi lebih stabil dengan strategi yang lebih seimbang antara kenderaan petrol, hibrid dan elektrik. Prestasi baik di Eropah dan Amerika Syarikat membantu mengimbangi kelembapan di China.
Menurut Alex Haigh, Pengarah Global Sektor Industri Automotif, Brand Finance:
"Peralihan ke arah kenderaan elektrik memang sedang berlaku, tetapi tidak seragam seperti yang dijangkakan. Jenama yang lebih fleksibel, dengan gabungan teknologi petrol, hibrid dan elektrik, kini lebih mampu bertahan. Pada masa yang sama, persaingan semakin sengit, terutama daripada pengeluar EV China. Untuk berjaya dalam jangka panjang, jenama perlu bukan sahaja inovatif, tetapi juga memahami kesediaan pasaran dan keperluan pengguna."
Sementara itu, Zhejiang Leapmotor Technology (nilai jenama naik 67% kepada USD1 bilion) muncul sebagai jenama paling pantas berkembang pada 2026, didorong oleh pertumbuhan pesat dalam pasaran EV China.
Dalam segmen EV, jurang antara jenama semakin jelas. Tesla (nilai jenama turun 36% kepada USD27.6 bilion) jatuh ke kedudukan keenam, mencatat antara penurunan terbesar dalam sektor ini. Sebaliknya, BYD (nilai jenama naik 23% kepada USD17.3 bilion) terus meningkat, kini berada di kedudukan ke-11 dunia. Kekuatan BYD datang daripada harga yang lebih berpatutan, pengeluaran berskala besar, dan kepercayaan pengguna yang semakin meningkat.
Dalam sektor komponen automotif pula, Bosch (nilai jenama naik 24% kepada USD9 bilion) kekal sebagai jenama paling bernilai, disokong oleh portfolio produk yang luas, perniagaan yang lebih stabil, serta kedudukannya yang kukuh sebagai pembekal teknologi utama kepada pengeluar automotif global.
Beralih kepada sektor mobiliti, Uber (nilai jenama naik 35% kepada USD50 bilion) kekal sebagai jenama paling bernilai, didorong oleh pertumbuhan hasil yang kukuh dan kejayaan program langganan Uber One yang kini mempunyai lebih 30 juta pengguna.
Lyft (nilai jenama naik 7% kepada USD3.7 bilion) pula muncul sebagai jenama paling kukuh dalam sektor ini, hasil strategi harga yang lebih menarik dan tumpuan kepada pengalaman pengguna yang lebih baik.
Satu kejutan besar dalam sektor ini ialah kemunculan Grab (nilai jenama naik 53% kepada USD1.7 bilion), satu-satunya jenama mobiliti dari Asia Tenggara yang berjaya memasuki senarai 10 jenama teratas dunia pada tahun ini. Pertumbuhan Grab didorong oleh prestasi cemerlang dalam perkhidmatan penghantaran makanan melalui GrabFood dan mobiliti melalui GrabTaxi, dengan segmen Perkhidmatan Atas Permintaan mencatat peningkatan 24% berbanding tahun sebelumnya dalam suku ketiga 2025. Pencapaian ini membuktikan bahawa jenama dari Asia Tenggara kini semakin berdaya saing di peringkat global.
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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.
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