In 2024, Toyota reclaimed its position as the world’s most valuable automotive brand, surpassing Tesla, which fell to fourth place. Brand Finance’s 2025 report estimates Toyota’s brand value at $64.7 billion, a 23% increase from the previous year.
In contrast, Tesla’s brand value declined by 26%, dropping from $58.3 billion to $43 billion.
Analysts attribute Tesla’s decline to its aging vehicle lineup and controversies surrounding CEO Elon Musk, whose activities and opinions outside the automotive industry have polarized public perception.
Despite the overall growth in the electric vehicle market, Tesla’s brand strength has weakened, allowing competitors like Mercedes-Benz and the Hyundai Group to surpass it in brand value.
In the overall brand rankings, Toyota secured the 18th spot, with Mercedes-Benz at 23rd and Tesla at 36th. The top positions were dominated by tech giants, with Apple leading at $574.5 billion, followed by Microsoft at $461.1 billion and Google at $413 billion.
