Tesla saw the value of its brand plummet 35% in the Interbrand 2025 Best Global Brands report.
Tesla declined -35% to #25 in the face of more EV competition, and BYD (#90) entered the table for the first time.
The automotive sector demonstrated brand resilience in the face of difficult market dynamics.
Among the highest value auto brands, Toyota grew +2% holding the #6 position, as Mercedes (#10) and BMW (#14) continued in the top 20, easing 10-15%.
Ferrari saw +17% growth, driving the value of its luxury lifestyle positioning by expanding into fashion, accessories and licensing.
Manfredi Ricca, global chief strategy officer, Interbrand, said: “BYD is the biggest disruptor in the automotive market since Tesla.
“The product is world-class, and it has made huge strides in the European market as it expands from its Asian base.
“However, BYD needs to be wary. This growth can’t be sustained without investment in building its brand narrative.”
