Tesla, Mercedes, and Audi see declining brand value while BYD and KIA grow.
The logo or technology no longer guarantees that buyers will view a brand more favorably. Manufacturers are investing huge resources in developing electric cars, software, and autonomous driving, but turning that effort into trust and loyalty is much more complicated. Interbrand’s latest report shows that some of the industry’s most well-known names are struggling to achieve this.
According to the Best Global Brands 2026 list, Tesla, Mercedes-Benz, and Audi have seen a decline in brand value over the past year. The consulting firm points to an increasingly obvious challenge: when many manufacturers offer similar offerings, having new features is no longer enough to differentiate themselves and convince customers.
The most striking case is Tesla, whose brand value dropped by 37.8%, falling 25 places to rank 50th in the global list. Projects such as the Semi, Optimus, Cybercab, and Roadster have attracted a lot of attention, but the report believes this notoriety has not consistently translated into better business results or a stronger brand.
Interbrand’s view is that creating expectations also means having to fulfill them. Promises of groundbreaking products are no longer seen as marketing gimmicks by many customers who are tired of renderings and flying cars and want real products they can buy.
It is important to clarify what this ranking measures. The brand value does not equate to market capitalization or the company’s total value. Interbrand evaluates the economic benefit attributable to the brand, its influence on purchasing decisions, and its ability to foster loyalty and sustain future demand.
Toyota maintains its leadership, but it is not immune to declines
Toyota remains the best-ranked automobile brand, in ninth place globally, although its valuation has dropped by 19.9%. Mercedes-Benz is in 20th place, losing 18.6%, while BMW is in 22nd place with a decline of 17.9%. Thus, the downturn affects manufacturers with very different histories and strategies as well.
Below them are Honda, Audi, Porsche, Volkswagen, and Nissan, all experiencing significant declines. Among them, the drops for the last two brands exceed 23%. The widespread decline indicates that the problem is not limited to a single company or specific technology: many automakers are struggling to strengthen their brand values during this transformation.
On the positive side are Hyundai, Kia, and BYD, with increases of 1.6%, 2.7%, and 4.5%, respectively. According to an analysis by Automotive News, these brands are leveraging a combination of design, price, accessibility, and technology to attract buyers. Having advanced features alone is not enough; it also matters how they are presented, how much they cost, and what utility the customer derives from them.
Ferrari deserves a separate mention. Its brand value increased by 14.7%, the highest growth among the automobile manufacturers included in this ranking. Its performance reminds us that the ability to stand out can also rely on a brand’s identity, exclusivity, and the desire it inspires, even though its business model is very different from that of mass manufacturers.
The report thus presents a challenge that goes beyond developing the next level of driver assistance systems or adding features to a screen. Technological investment remains necessary, but its appeal as a commercial argument weakens when buyers encounter increasingly similar offerings. To stand out, such technology must become a concrete reason to choose a car and to trust its manufacturer once again.
Economically, the entire sector loses nearly 50.780 million euros in brand value. These are the approximate valuations of the manufacturers included in the index, converted to euros using the ECB’s reference exchange rate as of November 5th and rounded:
World Rank
Brand
Brand Value, in million euros
Annual Change
9
Toyota
53.010
−19.9%
20
Mercedes-Benz
36,350
−18.6%
22
BMW
34,210
−17.9%
29
Hyundai
22,270
+1.6%
45
Honda
17,280
−21.8%
50
Tesla
16,300
−37.8%
51
Ferrari
15,770
+14.7%
65
Audi
11,050
−19.5%
66
Porsche
11,050
−17.5%
71
Volkswagen
10,330
−23.0%
87
Kia
7,840
+2.7%
89
BYD
7,570
+4.5%
100
Nissan
6,410
−23.2%