Ferrari’s estimated brand value rose 14.7% to $17.7 billion in 2026, making the Italian automaker one of the automotive industry’s biggest winners in a year when most major brands saw their valuations decline. The increase lifted Ferrari three places to No. 51 among the world’s top 100 brands.
The automotive industry has faced growing competition from China, U.S. tariffs and volatile fuel prices. Against that backdrop, Ferrari’s performance stands out, with the luxury automaker strengthening its global brand value while many rivals lost ground.
Ferrari Outperforms Most Automotive Brands
Ferrari was among only four automakers in the top 100 to record an increase in estimated brand value. Hyundai rose 1.6%, Kia gained 2.7% and BYD increased 4.5%.
Nine other automotive brands recorded declines, including Toyota, whose estimated brand value fell 19.9%, and Tesla, which posted a 37.8% drop.
Ferrari’s 14.7% increase earned it recognition as one of the ranking’s top risers and gave the Italian marque a clear advantage over most of its automotive competitors.
Ferrari’s Strategy Combines Racing, Sports Cars and Lifestyle
Ferrari attributes its growth to its broader strategy, built around three core areas: racing, sports cars and lifestyle.
Formula 1 has contributed to the brand’s visibility as the racing series continues to grow in popularity, including in the United States, where it holds three Grand Prix weekends each season.
Ferrari has also expanded its road-car lineup while maintaining its traditional performance identity. Its offerings now include the all-electric Luce, unveiled earlier this year to a mixed reception, largely because of its design.
The automaker also offers the Purosangue SUV while retaining a naturally aspirated V12 in the 12Cilindri, even as much of the industry shifts toward smaller engines and hybrid powertrains.
Despite the divided reaction to the Luce, Ferrari’s estimated brand value continued to rise. The company’s order book already covers all of 2027, indicating strong demand for its vehicles.
Ferrari Ranks Seventh Among Automakers
Ferrari ranked seventh among automakers and 51st overall in the 2026 global brand ranking.
Toyota remained the highest-ranked automotive brand, placing ninth overall with an estimated value of $59.5 billion. Mercedes-Benz ranked 20th with $40.8 billion, while BMW placed 22nd with an estimated brand value of $38.4 billion.
Technology Companies Lead the Global Rankings
Apple topped the overall ranking with an estimated brand value of $514.6 billion, representing 9.3% growth. Microsoft followed at $443.7 billion, while Google ranked third with $389.3 billion.
Amazon placed fourth with $351.8 billion, followed by Samsung at $105.2 billion. NVIDIA ranked sixth, with an estimated brand value of $74 billion.
The American technology company is also expanding its presence in the automotive industry through partnerships with automakers such as General Motors to develop advanced vehicle software and driver-assistance systems.
Ferrari’s strong performance highlights its ability to increase brand value in a challenging automotive market, supported by its racing activities, expanding vehicle lineup and luxury-focused strategy.
