Toyota is the most valued car brand at almost USD60 Billion!!

Toyota reigns supreme, Automologist Atherton tells us why

If you drive a Toyota, be proud.  The Japanese carmaker has once again emerged as the most valuable car brand in the world. Only eight other companies were ahead of it – Apple, Microsoft, Google, Amazon, Samsung , Nvidia, Instagram and Coca-Cola.

We were just talking the other day of how much of a market Toyota has in terms of sales volume in Southeast Asia. Almost 50% in some markets. Of the big CORE Asean countries, Malaysia would be numero uno with 58.7% (if you include Perodua…wink,wink). Toyota in Philippines has 46.7% of overall market share, Thailand 34.4% and Indonesia at 31%. Vietnam comes in at 19% and Singapore 14%.

A brand is valued through a combination of financial performance, customer perception (brand equity), reliability and trust, and technological or market positioning. Toyota has withstood the test of time because of the durability and robustness of its engines, sound management guided by a vision that is based on sound principles

They have some of the most indestructible, over-engineered engines in automotive history. Its toughest engines span across four-cylinder workhorses, legendary inline-sixes, bulletproof V6s, and massive V8s.

Take the Toyota 22R / 22RE (2.4L Inline-4) for example, it was used in various iterations on the  Hilux, 4Runner, Celica, Corona and Land Cruiser to name a few. We also know how powerful and bulletproof these engines were.

It is said that Toyota engineers build cars knowing that the average person would not really bother looking after a car. Hence, you hear stories of engines overshooting their service intervals by hundreds of even thousands of miles with the engine still being able to perform. (that’s not to say you should do that your car)

To show how much these engines or cars are sought after:- the Toyota Hilux ranks as the most stolen four-wheeler and foreign model, driven by strong international and local resale values.

A had a friend who owned a brand new Hilux and parked in in his office. After a while, he proceeded to have lunch but as soon as he stepped in the car park, the car was missing. He went back to his office to ask his staff who he thought was playing prank. He got so mad and threatened to fire them all if he did not get back his truck. As time wore on, it was obvious it was not a prank. Later day that, he found out that the truck had been indeed stolen.

Another case, had a friend who was a Toyota salesman and he sold a brand new Hilux to a police officer. The officer drove his car back to his hometown in one of the eastern states. It was raining and since he had another car parked in the porch, he decided to park the new Hilux outside and repark once the rain subsided. After the rain stopped, he went over to sort out the parking but to his astonishment – no car. He searched everywhere, called his team in the department to no avail. After a while, they managed to trace the car and it was already through the Thai border. Imagine the speed they were traveling! Imagine that happening to a police officer! And I would dare say, imagine the intel these syndicates have!

Now, now don’t be fearful of owing a Toyota. There are millions being sold worldwide and there will be a miniscule amount that’s being stolen. It happens to all car brands. But more so Toyota because of the Brand value. But heck, if you own one of the best built cars on the planet you can sleep pretty well knowing the fact that you made the right choice.  And if you own a Supra, ..well, you will be more of than not.. in dreamland  

To give you and idea of how Toyota engineers are going to preserve the ICE engine , watch this link : https://www.facebook.com/watch/?v=1142322798368211