Auto Brands Dominate in Europe: Mercedes & Ferrari are Continent’s Most Valuable and Strongest Among Top 500 Brands

The total value of Europe’s top 500 most valuable brands has dropped 10% during the COVID-19 pandemic from €1.96 trillion in 2020 to €1.76 trillion in 2021, according to the latest report by Brand Finance – the world’s leading brand valuation consultancy.

Brand Finance’s ranking has been expanded to include the old continent’s 500 most valuable brands for the first time, allowing for comparisons with the world’s two other major economies – the United States and China. The US is in a league of its own, with its top 500 reaching a total brand value of a staggering €3.40 trillion. While Europe comes in second place, the impact of the COVID-19 pandemic has undermined its standing and China is quickly catching up, with its top 500 brands totalling €1.65 trillion in brand value.

Richard Haigh, Managing Director, Brand Finance, commented:

“The COVID-19 pandemic has ravaged Europe and the world alike, and the impact on the old continent’s top brands cannot be ignored, with the total brand value of the top 500 ranking decreasing 10% year-on-year. The pandemic has tested the resolve of Europe’s top brands – some have truly thrived and benefitted as consumers completely shifted their habits, whereas others will be hoping that the continent’s rapid vaccination programme enables them to return to normal operations soon.”

Automobiles speed ahead as most valuable sector

Automobiles is the most valuable sector across the continent, with the 27 brands that feature in the Brand Finance Europe 500 2021 ranking accounting for 14% of the total brand value (€237.7 billion). German brands still command the auto industry across Europe, with the seven brands represented totalling an impressive €171.5 billion or three quarters of the sector’s total. Mercedes-Benz once again leads the pack as the most valuable brand in Europe, with a brand value of €49.6 billion. Volkswagen (down 1% to €40.0 billion), BMW (down 6% to €34.4 billion), and Porsche (down 5% to €29.2 billion) all claim places in the top 10 in 3rd, 5th, and 6th respectively.

Despite maintaining its position at the top, Mercedes-Benz has recorded a 16% decline in brand value this year. It has been a difficult year for most traditional car manufacturers – Mercedes included – with sales impacted by COVID-19. The iconic German marque also struggled to formulate a coherent electric mobility strategy and communicate a clear vision for its electric car models.

Volkswagen has recorded healthier results, its brand value only recording a marginal 1% drop. The brand has continued to focus on its ‘New Volkswagen’ strategy – described as a new era for the brand, as well as implementing its TOGETHER 2025+ strategy – with the ultimate aim of selling 50 different fully-electric vehicles and another 30 plug-in hybrid options. Should the brand be successful, it will overtake Tesla to become the world’s largest electric carmaker.