The Decline of Tesla: A 35% Drop in Brand Value

The Decline of Tesla’s Brand Value and BYD’s Rise in the Interbrand Best Global Brands Top 100

The annual survey of the world’s most valuable brands has revealed a significant 35% decrease in the brand value of Tesla over the past year. This drop has caused Tesla to slide from its 12th-place ranking in 2024 to the 25th spot, with a value of US$29.5 billion (A$45.6bn) less than the previous year.

The Interbrand Best Global Brands Top 100 has been assessing the brand value of major companies for over 25 years. It considers various factors such as revenue, presence, profitability, public profile, and ‘brand strength’ to rank brands across different industries.

Despite the decline, Tesla remains the fourth most valuable automotive brand on the list. Toyota holds the highest position among automakers, ranking sixth overall with a value of US$74.2 billion (A$114.7bn), showing a 2.0% improvement from the previous year.

Mercedes-Benz follows as the next top auto brand in 10th place, with BMW ranking 14th ahead of Tesla in 25th. Chinese brand BYD, Tesla’s arch-rival, made its debut in the top 100 list, securing the 90th spot just behind Kia.

BYD’s entry into the list marks a significant milestone as it looks to expand beyond its Asian base and make a mark in the European market. However, the brand needs to invest in building its narrative to sustain its growth in the long run.

Rival GWM Haval expressed skepticism about BYD’s growth in Australia, where it achieved a top-five sales ranking in June 2025, suggesting that it may not be sustainable.

Notably, Xiaomi, a leading smartphone manufacturer that ventured into the automotive industry in 2024, secured the 81st position on the list, just behind Facebook. Chip-maker Nvidia also experienced a substantial 116% increase in value, ranking 15th in the list.

At the top of the list, Apple reigns as the world’s most valuable brand with a value of US$470.9 billion (A$728.1bn), surpassing Microsoft, Amazon, Google, and Samsung in the rankings.

Overall, the shifting landscape of brand values in the automotive and tech industries reflects the evolving market dynamics and competition among global players.