Merc most valuable marque

Mercedes is the world's most valuable car brand

Mercedes is the world's most valuable car brand. According to the latest rankings of the World's most valuable brands published in Businessweek magazine, the German marque ranks 10th in the global brands table with a value of $21.01bn (€21.3bn).

The table was topped by Coca-Cola with a value of $69.64bn (€70.6bn), closely followed by Microsoft with $64.09bn (€65bn).

Mercedes brand value was actually down three per cent in the valuations.

Overall car marques did quite well in the rankings, with Ford coming in 11th with $20.4bn (€21bn), followed by Toyota in 12th with $19.5bn (€20bn). However, Toyota's value reflects a growth in value of 5 per cent, while Ford's shows a significant fall of 32 per cent from the 2001 valuations.

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Other marques to make the ranking table were Honda in 18th position, BMW in 28th, ahead of Sony, and Volkswagen which ranked 38th.

One of the surprise entries in the list, recording the third biggest gains in brand value was Harley-Davidson.

The US motorcycle brand has witnessed its popularity soar as aging baby boomers take to two wheels in a mid-life crisis act of rebellion.

The league table ranks the world's top 100 brands by value, arriving at a figure by putting a present-day value on the profits the brands are thought likely to generate in the future. The data is compiled by brand specialists Interbrand.