Brand Finance, a leading UK-based brand management and valuation consultancy, releases an annual report on the world’s most valuable brands. The year 2025 is no exception.
According to Brand Finance’s latest report, the most valuable automotive brand for 2025 is Toyota. The consultancy estimates Toyota’s brand value at a staggering $64.7 billion, a 23% increase from 2024.
Toyota surpasses Tesla as the world’s most valuable automotive brand in 2025.
Following Toyota in brand value within the automotive industry is Mercedes-Benz, valued at $53 billion, an 11% decrease. Hyundai ranks third globally, while Tesla drops to fourth place. Rounding out the top 10 are BMW, Porsche, Volkswagen, Honda, Ford, and Audi.
| Rank | Brand | Country |
| 18 | Toyota | Japan |
| 23 | Mercedes-Benz | Germany |
| 29 | Hyundai Group | South Korea |
| 36 | Tesla | USA |
| 37 | BMW | Germany |
| 40 | Porsche | Germany |
| 61 | Volkswagen | Germany |
| 70 | Honda | Japan |
| 86 | Ford | USA |
| 127 | Audi | Germany |
The top 10 most valuable automotive brands for 2025.
Brand Finance estimates Tesla’s brand value for 2025 at $43 billion, a significant drop from the previous year’s figures of $58.3 billion and $66.2 billion in 2024 and 2023, respectively.
The consultancy attributes this decline, in part, to Tesla’s long-unchanged product line. Additionally, the controversies surrounding Elon Musk, Tesla’s CEO, and his extracurricular activities and opinions, including his political views, have also played a role.
“Some people think he’s wonderful, but a lot of people don’t,” David Haigh, CEO of Brand Finance, told CNBC. “His personality can influence whether you want to buy a Tesla or not, but it’s only one of many factors.”
Furthermore, Tesla’s “consideration” score, representing the likelihood of customers purchasing a Tesla, dropped from 21% in 2024 to 16% in Europe. In this market, more customers consider buying electric cars from Mercedes-Benz and BYD than from Tesla. However, Tesla enjoys a more positive perception in its home market, the USA.
Brand Finance’s research encompasses brands from various industries, many of which are deemed more valuable than Toyota. Tesla ranks 36th overall, falling from 18th in 2024 and 9th in 2023. Mercedes-Benz holds the 23rd spot, down from 17th the previous year. Meanwhile, Toyota climbs one position to 18th. Notably, no automotive brand makes it into the top 17 most valuable brands.
At the top of the overall brand value rankings is Apple, valued at an impressive $574.5 billion. The second most valuable brand is Microsoft, with a value of $461.1 billion. Google, Amazon, and Walmart round out the top five, valued at $413 billion, $356.4 billion, and $137.2 billion, respectively.
| Rank | Brand | Value (Billions USD) | Change |
| 1 | Apple | 574.5 | +11% |
| 2 | Microsoft | 461.1 | +35% |
| 3 | 413 | +24% | |
| 4 | Amazon | 356.4 | +15% |
| 5 | Walmart | 137.2 | +42% |
| 6 | Samsung | 110.6 | +11% |
| 7 | Tiktok | 105.8 | +26% |
| 8 | 91.5 | +21% | |
| 9 | Nvidia | 87.9 | +98% |
| 10 | State Grid | 85.6 | +20% |
| 11 | Deutsche Telekom | 85.3 |
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