Toyota sigue siendo la marca de automoción más valiosa del mundo

Toyota sigue siendo la marca de automoción más valiosa del mundo

15 abril 2013


De acuerdo a un nuevo estudio de investigación llevado a cabo por Brand Finance (una de las principales consultoras de evaluación del valor de marcas y expertos en marketing), Toyota permanece como la marca más valorada en el mundo de la industria del motor, con un valor comercial total como marca de 26.000 millones de dólares (20.000 millones de euros).

Los tiempos para Toyota han sido difíciles en los últimos años para la marca japonesa. Primero llegaban los múltiples llamados a revisión en el año 2010, principalmente en EEUU, relativos a problemas de aceleración inintencionada de algunas de sus unidades, casos en donde no ha sido probada culpabilidad o falla técnica de ninguno de los vehículos involucrados. Seguidamente, el tsunami del año 2011 que se abatía sobre Japón ponía en jaque al ritmo de producción de Toyota y otras marcas en el país del sol naciente durante algunos meses. De ambas situaciones, Toyota se ha recuperado con creces.

Para este año, Toyota ha repetido el primer lugar como marca más valiosa, mismo lugar logrado el año pasado, de acuerdo a Brand Finance. De hecho, la recuperación ha sido más acusada este año, con unas ventas por 9.800 millones de dólares y beneficios de unos 8.900 millones, que han contribuido a un incremento del 6% en el valor de la marca.

La fórmula para la recuperación de la marca ha sido simple. Mantener el nivel de calidad, haciendo que el cliente recupere la confianza en la marca, presentando también nuevos diseños y campañas de publicidad agresivas para sus modelos de entrada y para otros modelos como el Toyota Aygo, destinados a un público más joven.

El objetivo de Toyota en mantenerse en lo alto de este tipo de valoración se ha cumplido sobradamente, superando a las marcas alemanas, lo que no es poco. Volkswagen, BMW y Mercedes-Benz fueron calificadas como menos valiosas que Toyota. Resulta especialmente meritorio el caso de dejar en segundo lugar al conglomerado Volkswagen, su rival en cuanto a ventas mundiales y que agrupa no a una, sino a varias marcas.

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