Most Brands Are Stuck In Reverse
The automotive industry has faced significant challenges this year, including growing competition from China, U.S. tariffs, and volatile fuel prices. Against this backdrop, it’s perhaps no surprise that most automotive brands saw their estimated brand values decline in Interbrand’s 2026 Best Global Brands report. Ferrari, however, was a notable exception.
Ferrari’s estimated brand value rose 14.7% to $17.7 billion, allowing the Italian marque to climb three places to 51st among the top 100 global brands. That’s enough to earn recognition as one of the report’s Top Risers and bragging rights over its rivals in the automotive sector. Aside from Ferrari, only Hyundai (+1.6%), Kia (+2.7%), and BYD (+4.5%) posted increases among the automotive brands in the top 100, while nine others, including Toyota (-19.9%) and Tesla (-37.8%), recorded declines.
Ferrari
The Ferrari Formula
According to Ferrari, the gain reflects the effectiveness of its overall strategy across its “three souls”: racing, sports cars, and lifestyle. The racing part could partly be attributed to Formula 1, which has grown in popularity, even in the U.S., where the open-wheel racing series holds three Grand Prix weekends each season.
Ferrari has also diversified its road-going vehicle offerings, which now include the all-electric Luce, unveiled earlier this year to a polarizing reception, largely due to its design. Still, the mixed reaction comes as the brand continues to enjoy strong growth in its estimated value. The automaker also offers an SUV with the Purosangue while retaining a traditional naturally aspirated V12 in the 12Cilindri, even as the industry increasingly embraces engine downsizing and hybridization.
Next year is also looking bright for the Prancing Horse brand, as its order book already covers all of 2027.
Ferrari
The Race Isn’t Over
At 51st overall, Ferrari ranks seventh among automakers in Interbrand’s report, one of the world’s most established brand valuation rankings. Toyota (ninth overall) remains the top-ranked automaker with an estimated brand value of $59.5 billion, followed by Mercedes-Benz (20th overall) and BMW (22nd overall), with $40.8 billion and $38.4 billion, respectively.
Apple is the overall leader with an estimated brand value of $514.6 billion, representing 9.3% growth. Microsoft ($443.7 billion) and Google ($389.3 billion) complete the podium, ahead of Amazon ($351.8 billion) and Samsung ($105.2 billion). NVIDIA ranks sixth with an estimated brand value of $74 billion. The American technology company also has a growing presence in the automotive industry through partnerships with automakers like General Motors to develop advanced vehicle software and driver-assistance systems.
