Mercedes-Benz is the world’s most valuable premium automotive brand according to the latest rankings of the “Best Global Brands 2016” report produced by well-known US brand consultancy Interbrand. Coming in at ninth place, the brand with the star is the only European company to rank among the top 10 of the world’s 100 most valuable brands. The result marks an improvement of three places by Mercedes-Benz compared with the previous year. The brand’s value grew by 18 percent to 43.49 billion US dollars during the same period. As a result, Mercedes-Benz is ranked as one of the world’s fastest-growing brands in 2016. The brand’s value has enjoyed continual growth since 2009. In the previous year it was valued at 36.711 billion US dollars.
“We are proud and delighted that we have once again been able to further raise the value of our brand this year”, commented Dr Jens Thiemer, Head of Marketing, Mercedes-Benz Cars. “This shows that with our brand profile, which combines intelligence and emotion, as well as our focus on the future topics of connectivity, autonomous driving, electric mobility and sharing, we are making good progress towards maintaining our brand on a course for growth in the digital age. This is true both of sales as well as our reputation. All of our efforts are focused on the goal of anticipating customer needs even better, opening up new areas of business more quickly and shortening product launch times”.
The authors of this year’s Interbrand study, entitled “The Anatomy of Growth”, attributed the brand’s renewed increase in value to the fact that Mercedes-Benz is successfully shaping the automotive industry’s shift towards mobility and service providers. The latest example is the new brand for electric mobility, EQ, presented to the public for the first time in Paris. It offers a comprehensive electric mobility ecosystem with products, services, technologies and innovations. The spectrum ranges from electric vehicles to wallboxes and charging services to home energy storage units. The digital brand “Mercedes me” has been at the centre of all activities in the field of networking since as early as 2014. It enables customers to gain access to a comprehensive and personalised service portfolio via app, website or directly in their car.
This year marks the 17th time that the annual “Best Global Brands” study has been produced by Interbrand. The study is considered by leading CEOs worldwide to represent the competitive benchmark for the value of international brands. The study is designed to identify the world’s 100 most valuable brands.
