Based on the data provided by research and consulting firm Brand Finance, in 2025, Tesla witnessed a staggering $15.4 billion plunge in its brand value, which translates to a roughly 36% decline. This marks the third consecutive year of a downward trend for the brand. Several factors have contributed to the erosion of Tesla's brand value. These include a dearth of innovative models in its lineup, relatively high price points, CEO Elon Musk's entanglement in geopolitical affairs, and a perceived decrease in his focus on the automotive business. The 2026 brand value rankings shed light on Tesla's current predicament, with its brand valuation now standing at $27.61 billion, a figure significantly lower than in previous years.

In stark contrast, Tesla's main rival, BYD, has experienced a remarkable surge. Its brand value has shot up by approximately 23%, reaching a respectable $17.29 billion. Moreover, in the latest rankings, five other automakers have managed to leapfrog over Tesla. Leading the pack is Toyota, with an impressive brand value of $62.7 billion.