Toyota remains the world’s most valuable car brand valued at $26 billion according to new research by leading brand valuation and marketing experts Brand Finance.

The world’s leading automaker has held onto the number one spot of the Brand Finance Auto 50 index ahead of Volkswagen, BMW, Mercedes, Ford and Nissan.

Record sales of 9.8 million (up 23 per cent) and expected net profit of $8.9 billion have contributed to a 6 per cent brand value increase to $26 billion while the Toyota brand has been strengthened and is now rated AA+.

Jon Williams, managing director of Al-Futtaim Motors, which has operated the Toyota franchise in the UAE for nearly six decades, said: “Toyota’s new efforts to attract a younger demographic through the introduction of Waku Doki, a Japanese term for excitement and adrenaline rush has definitely played a great role in this achievement.”

“Motorists have always valued Toyota for the quality, durability and reliability of its vehicles. The new enhanced style and emotionally engaging features introduced on the latest models have further boosted the brand’s appeal amongst a more style-conscious and younger fan base, consequently resulting in stronger sales,” he added.

On the local front, in line with the Waku Doki concept, Al-Futtaim Motors made several introductions of completely revamped cars in 2013 which received an exceptional response from motorists in the UAE.

For instance, the new “fuelled-by fun” RAV4 with its all-new bold and athletic shape has seen record-breaking sales, registering a growth of 153.8 per cent since the launch of the new model in early 2013.

As for Avalon, the flagship luxury sedan by Toyota, it achieved a 104.5 per cent sales growth compared to the same period last year due to its new stylish features, core characteristics of Toyota’s new design direction.

Additionally, with low total cost of ownership, new Toyota vehicles make an excellent choice for fleet operators, who rely on Toyota for affordable transport solutions.

London-based Brand Finance is a brand valuation consultancy that supports a variety of businesses including international brand owners, tax authorities, Intellectual Property lawyers and investment banks. – TradeArabia News Service