How is this worth more than this?

Nat­u­ral dis­as­ters and un­pop­u­lar ma­jor re­calls haven’t stopped Toy­ota leap­ing ahead of BMW

Herald Sun - Motoring - - Car News -

TOY­OTA has kickedBMW off the top of the world’s most valu­able brands list— de­spite a year of dam­ag­ing safety re­calls.

The Ja­panese com­pany’s brand value jumped 11 per­cent­age points in the past year to $22.4 bil­lion, ac­cord­ing to re­search agency Mill­ward Brown.

The fuel-efficient and low­car­bon Prius was cited by the agency as be­ing largely re­spon­si­ble for the brand’s im­age boost, even though 400,000, in­clud­ing 2378 in Aus­tralia, were re­called for brake faults.

Mill­ward Brown’s an­nual BrandZ sur­vey ranks com­pa­nies based on cus­tomer per­cep­tions from in­ter­views with more than a mil­lion con­sumers. These are tal­lied along with the com­pa­nies’ fi­nan­cial and busi­ness data.

Toy­ota ranked 27th over­all on the list of the world’s most valu­able com­pa­nies, with top spot go­ing to Ap­ple, fol­lowed by Google, IBM, McDon­ald’s and Microsoft. Only six car mak­ers made the BrandZ top 100 list. BMWwas sec­ond on the au­to­mo­tive list, with its brand up 3 per cent to $20.7 bil­lion. The big movers were Mercedes, now third, up 12 per cent to $14.2 bil­lion, and Nis­san in sixth, up 17 per cent to $9.3 bil­lion.

Mill­ward Brown boss Peter Wal­she says Nis­san’s leap largely re­sults from the launch of the 2011 Leaf EV (elec­tric ve­hi­cle).

The Leaf EV won the World Car of the Year award.

‘‘ Nis­san is po­si­tion­ing it­self as a green leader and its stance is pay­ing off,’’ he says.

The Leaf is avail­able in Ja­pan, the US and Europe and will be re­leased in Aus­tralia next year.

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