Mercedes-Benz Increases Brand Value by 10% And Remains the World’s Most Valuable Luxury Automotive Brand

Mercedes‑Benz has raised the value of its iconic namesake brand by 10% in the past year, Interbrand’s “Best Global Brands 2022” survey shows. This underscores the company’s successful transition towards an electric and software-driven future. Mercedes‑Benz initiated the realignment of the brand in 2021 with the spin-off of Daimler Truck and the strategy update.

The goal is to focus more on the luxury segment and consistently utilize growth and profitability opportunities. Mercedes‑Benz aims to build the world’s most desirable cars and to take the leading position in electric drive and vehicle software.

The model portfolio will be realigned to achieve a structurally higher brand positioning, as the company announced in May 2022. The strategic decision to become fully electric in every segment by 2030 – wherever market conditions allow – and the ambition to become CO₂-neutral by 2039 further strengthens the connection between luxury and sustainability.

 “Mercedes‑Benz’ sustained ranking in eighth place and the double-digit increase in brand value to more than 56 billion US dollars affirm our strategic course. That is to define the sustainable luxury of the future, to put our customers even more at the centre of everything we do and to make every point of contact with our brand a unique experience. It makes me proud that the work of our entire team for our brand is paying off and is reflected in this excellent result”, says Bettina Fetzer, Vice President of Communications and Marketing at Mercedes‑Benz AG.

 The customer in focus: unique brand experiences to address new target groups

In addition to the product portfolio, the entire business model will be more consistently oriented towards luxury. Communication and sales are increasingly focused on the needs and desires of customers. Mercedes‑Benz attaches great importance to reaching its customers and potential target groups directly in their surroundings and inserting itself credibly and authentically with unique and individual brand experiences.

To this end, the company is opening itself up to collaborations with personalities and brands from various industries – from technology to fashion, music, film and sports.

Such co-creations enable entirely new perspectives. They make it possible to contact target groups that otherwise have little or no affinity with the automotive industry. Sales channels are consistently aligned with actual customer needs and supplemented with innovative formats and opportunities for brand presence on and offline.

Examples include Mercedes‑AMG and Mercedes‑Benz G‑Class Private Lounges and the Mercedes‑AMG Store in Dubai. The Mercedes‑Maybach Atelier, which recently opened in Shanghai, is also part of the overall strategy.

 “Best Global Brands”: Focus on the best brands worldwide since 1999

The US brand consultancy Interbrand has been researching and analyzing the world’s most valuable brands since 1999. The top 100 are included in the annual “Best Global Brands” study, which examines all candidates according to three criteria: “Financial performance of the brand’s products or services”, “Role of the brand in the purchase decision process”, and “Strength of the brand concerning securing future corporate earnings”.

Interbrand was the first company to develop a brand valuation method certified according to ISO 10668. This international standard sets benchmarks for valuation and meets the requirements for precise monetary brand classification.

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