Hyundai, Mercedes and Toyota were all ranked ahead of Tesla, and BMW is just one place behind in Brand Finance league table
- Toyota is the world’s most valuable car brand according to Brand Finance analysts.
- Tesla could only manage fourth place among automakers and 36th spot overall.
- The study values Tesla at $43 billion versus $53 billion for Mercedes and $66 billion for Toyota.
Elon Musk’s personal fortune may have ballooned in 2024, but the same can’t be said for the value of the automaker he heads up. Tesla’s value has declined 26 percent according to the 2025 Brand Finance report, forcing it down into fourth place among car brands.
Brand Finance estimates Tesla’s total value at $43 billion, down from $58.3 billion this time in 2024 and $66.2 billion in 2023. This decline allows both Mercedes and the Hyundai Group to surpass Tesla. Mercedes now holds the second spot with a valuation of $53 billion (despite an 11 percent drop), while Toyota remains far ahead as the most valuable car brand, at $64.7 billion—up an impressive 23 percent.
The study’s calculations aren’t just based on stock performance or simple sales figures, but also factor in feedback from thousands of surveys designed to highlight attitudes to the brands, as well as licensing agreements and more.
Brand Finance suggests Tesla’s aging vehicle lineup is partly to blame for the decline, as is its controversial boss, whose activities and opinions outside the car industry, including in the world of politics, have proved polarizing. Just this week alone, Musk ignited a wave of controversy with a hand gesture he made, which some interpreted as a Nazi salute during President Trump’s inauguration.
“There are people who think he’s wonderful, but many that don’t,” Brand Finance CEO David Haigh told CNBC. “If you are buying electric vehicles, his persona is highly likely to impact your view of whether or not you want to buy one of his company’s cars, but that’s only one of many factors.”
But Tesla’s appeal didn’t slump everywhere. The brand’s ‘consideration score,’ which represents the likelihood of someone buying its cars, fell from 21 to 16 percent in Europe, where it was outperformed by Mercedes and its big Chinese threat, BYD. However, those surveyed within the US looked at Tesla more favorably.
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