Toyota's brand value takes a beating

[Omaha Steve]

http://www.theglobeandmail.com/globe-drive/driving-it-home/toyotas-brand-value-takes-a-beating/article1549890/

Jeremy Cato is an expert on cars, trucks and the auto industry. Check back often for his insights on the issues, the players and the products.

Wednesday, April 28, 2010 3:39 PM
Toyota's brand value takes a beating

Jeremy Cato

Even as Toyota in Canada and the United States announced another recall today, even as lawmakers in the U.S. today vowed to work together on legislation to improve automobile safety in the wake of Toyota Motor's problems, the damage already done to the Toyota brand is becoming stark and real.

The latest exhibit: BMW AG, the German luxury car maker, has overtaken Toyota as the world's most valuable automotive brand. The BrandZ Top 100, a survey compiled by the market research company Millward Brown, also found that Ford Motor and Volkswagen AG improved their brand value over last year.

Toyota's brand value dropped 27 per cent to just under $21.8-billion (all figures in U.S. dollars). BMW's brand value also declined, but by nine per cent to just over $21.8-billion. Among all companies, BMW is ranked 25th in brand value globally, with Toyota 26th.

Ford, meanwhile, is going in the other direction entirely. Ford boosted its brand value by 19 per cent to $7-billion. Meanwhile, Volkswagen increased its brand value by 20 per cent to just under $7-billion while Audi improved two per cent to $3.6-billion.

VW and Audi are not surprising. Both have been growing and profitable for many years. But Ford? Three years ago Ford was on the verge of total collapse. So quite the turnaround there.

FULL story at link.

[Grand Taurean]

1. The Toyota Premium is gone...

whick was based upon a FRAUDULENT claim of quality.

[divideandconquer]

3. They dumped their cars for years selling below cost, now they show their true hand

Lately they've taken to using "guest" workers for a competitive advantage. South Korea's government motors is dumping cars now and American consumers love them for it, for now. Bet Toyota doesn't.

[apex3350]

5. another reason why I advocate population control

waste of f_cking oxygen

[Sherman A1]

2. comes under the heading of the very wise saying.....

"Most Wounds Are Self - Inflicted".

All other issues about Toyota, Import, Domestic, etc aside.

Toyota did this one to themselves and they will reap what they have sown.

[Pholus]

4. 2001-2003 Rav4 owners already knew this....

How nice they didn't tell us (despite knowing since 2006) that our engine control modules could fail and rip our transmissions apart. $5000!
The NYT documents the hand wringing they went through as they said they didn't have enough data to warn all owners and do a recall -- conveniently right up until
the last warranties expired at which point it's "tough noogies."

NEVER AGAIN FOR ME! And two months ago I'd have been defending them....