Germany 100 2018 report

Brand Finance Germany 100 2018

The annual report on the most valuable German brands.

Mercedes-Benz grew its global brand value by 18% to €37.3 billion, taking pole position as Germany’s most valuable brand. Mercedes’ surge in brand value was driven largely by a big increase in forecast revenue as car sales increased by 8% to 2.4 million vehicles.  As a result, Mercedes jumped from third to first on the German brand value table and also became the world’s most valuable automobile brand.

Mercedes-Benz invented the automobile and is now leading the industry with a brand strategy focused on re-inventing the automobile through electrification. Their global brand success has been driven by the introduction of a new generation of vehicles led by their renewed foray into SUVs and smooth evolution of new technologies to move away from traditional internal combustion engines.

David Haigh, CEO, Brand Finance