In 2018, Tesla was listed among the Top 100 Most Valuable Global Brands by WPP BrandZ. This was a 60% jump in brand value compared to 2017.
The study includes all types of brands, ranging from Coca Cola to Tesla to Uber. Google ranked #1 as the most valuable global brand. On the list of “Top 10 Risers,” Tesla ranked #8.
One thing you can take note of is that Tesla is the only auto brand listed in the top ten risers.
Although it was listed in the category “cars,” Tesla is more than an auto company. It has evolved into a tech and energy company as well. Nonetheless, it is most known and most valued for its cars.
Gucci ranked #6, Adobe #10, and Paypal #4 on the list of top risers, showing just how diverse this list is.
Tesla’s brand value increase of 60% was a notable rise from its already strong 32% rise from the year before. It is presumably related to the company’s continued growth, the rollout of the Model 3 in high numbers, and the many awards and high praises Tesla continues to receive. The Model 3 has achieved the best safety scores, was the #1 best selling car in the US in terms of revenue over a 12 month period, and has won top honors from the world’s auto journalists and magazines.
But that’s just the 2018 summary. There’s also a 2019 report.
2018 & 2019 Chart Comparison
In the 2018 “Cars Top 10” chart, we see Tesla listed at #8 with a brand value of $9,415 million. The percentage of the value from 2017 to 2018 shows a 60% increase. (Again, see the chart at the top.)
The 2019 report shows that Tesla has moved up from #8 to #7, despite a loss of $130m in brand value. In context, this is a minor loss of −1% — other automakers had far greater losses in their brand values. This loss perhaps reflects some of the challenges that Tesla has faced after a somewhat controversial year and much negativity in the press, but the loss is minor compared to Ford’s (−12%), Audi’s (−12%), BMW’s (−9%), Mercedes’s (−9%), Nissan’s (−8%), and Honda’s (−7%).
— Zach Shahan (@zshahan3) July 15, 2019
It is perhaps worth highlighting here that this is not a ranking of company valuation. The ranking is for the brand alone. The company, Brandz, tried to determine how much the superficial brand by itself is. Of course, these brands have been built on the backs of products and company policies, so the value changes as products and policies change.
Looking at this ranking, one should also take into consideration that Tesla does not pay for any conventional advertising, yet is a well-known brand that is clearly well loved by millions of people. Perhaps Tesla’s best brand boost is from owners sharing their experiences with people they meet. As they say, the best form of advertising is positive, organic word-of-mouth advertising.
— OSC_JI77Y J (@JI77Y_J) July 14, 2019
— Chris Williams 🐍☁ (@mistwire) July 14, 2019
I love this Tesla feature 😊 pic.twitter.com/Ju1OzhWFqe
— Michelle Pinsky (@MichellePinsky) July 14, 2019
People love Tesla, especially now that the more affordable Model 3 is on the market and being mass produced. The Model 3, which can be leased for $399/month, takes Tesla from the luxury level to the everyday level — meaning that most people in the market for a new, unused car can afford to choose a Tesla.
Another win for Tesla is the fact that it combines tech that helps the environment with high performance and luxury, at a price that the average consumer can afford.
My Thoughts On These Reports
These reports simply reflect what many shareholders and owners already know: Tesla is growing rapidly in both its mainstream product lineup and its value as a brand.
The fact that Tesla is a household name without paying for any conventional advertising is astonishing in itself — Tesla has achieved something that is almost impossible.
These reports also show the team at Tesla not only how much Tesla has grown but also how much it can continue to grow. It’s not #1 yet!
This is just another win for Elon Musk and those who own stock in Tesla — as well as a win for our planet.
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