Tesla has become the fastest growing and most valuable automobile brand on the planet, as ranked by the World's Most Valuable Global Brands Kantar BrandZTM for the 2021 year.
The study reveals that Tesla outperformed its rivals with brand growth of 275% and an assessment of 42.606 million. In addition, for the first time, it reported profits for the entire year.
- Tesla more than triples its brand value, going from 11.350 million in 2020 to 42.606 million in 2021
- German automakers had a strong year, with a brand value increase of 21% for BMW, to reach the 24.821 million, from 22% for Audi, worth 8.931 million and 21% for Mercedes-Benz, whose value was in 25.835 million.
- Honda led the charge for Japanese brands, increasing its brand value by 6%, compared to a less positive year for Toyota y Nissan, whose brand values decreased 5% and 4%, respectively.
- Only the top four car brands achieved a high enough brand value to rank among the top four car brands. 100 Most Valuable Global Brands and the meteoric rise of Tesla placed this brand in position 47 of the ranking.
While Tesla's growth has been very evident and Toyota is well established as a hybrid / EV manufacturer, other established automakers such as Mercedes-Benz and BMW are seeing the benefits of brand growth by transforming new production and promote hybrid, electric and new fuel vehicles ”, analyzed Manuela Urrutia, Brand & Creative Commercial Director - Kantar Insights Argentina.
“Those brands that are increasing in value in this year's index have adapted more quickly and have been rewarded as a result. The challenge now is for car brands to take responsibility throughout the entire production and use cycle and clearly communicate progress to their customer base ”, Agregó.
Although Tesla's position is that of the prodigy of environmental responsibility, the auto industry is lagging behind compared to other industries. Although as of 2020, all brands tend to improve in terms of their perception of being environmentally responsible, they are still perceived to lag behind other companies included in Kantar BrandZ's Most Valuable Global Brands ranking. .
“This year's results show that high-growth brands have a higher reputation, particularly when it comes to sustainability and ethical purposes. For automakers, the results suggest that leveraging environmental responsibility with a significant difference is the winning formula for future growth in this sector. " the executive finished.