Japanese brands dominate YouGov’s Auto Rankings in Thailand, with Toyota topping the charts
April 20th, 2023, Bhawna Singh

Japanese brands dominate YouGov’s Auto Rankings in Thailand, with Toyota topping the charts

Toyota has been recognised as the best-ranked brand in the YouGov Auto Rankings 2023 in Thailand, topping for the third year running with a score of 43.5 points. The brand also topped the Global Rankings, indicating that it not only enjoys the highest overall brand health among Thai residents but people all around the world.

YouGov BrandIndex measures the public’s perception of thousands of brands across the world on a daily basis. The brand rankings were compiled using Index scores, a measure of overall brand health calculated by taking the average perception of Impression, Quality, Value, Satisfaction, Recommend, and Reputation over a period of 12 months.


Honda came in second (36.2 points) as it also did in the previous year’s rankings. The third place was taken by German manufacturer BMW (27.0), followed by Japanese manufacturer Isuzu in fourth (26.0). Mercedes-Benz rounded off the top five with a score of 22.2.

Nissan and Mazda moved up one and two places each, to come sixth (20.2) and seventh (19.8), respectively, in this year’s rankings.

Japanese manufacturer Mitsubishi also moved up two places- from tenth to eighth this year, with a score of 18.1. Last year’s top improver Ford made great strides over the past year and secured a place in the top ten rankings, in ninth (18.1). Volvo made a brand new entry into the list and rounded off the top ten this year (15.4).

YouGov BrandIndex has also released the “most improved” brands of the past year. This was topped by Volvo, which also featured in the top ten rankings this year, with an improved score of +2.3 points.


Ford was the next most improved brand, with a change in score of +1.7 points, followed by Jeep and Peugeot, which saw boosts of +1.4 and +1.2 points respectively. Land Rover rounded off the top five with an increased score of +1.1 points.

Download the full report here.


The data included in the YouGov Auto Rankings 2023 has been drawn from YouGov BrandIndex. ​

For the brand ranking, brands were ranked based on their ‘Index’ score. In this metric we use an average across brand overall health, including General Impression, Satisfaction, Quality, Corporate Reputation, Value and Recommendation.​

Brands were ranked by this Index score between January 1, 2022, and December 31, 2022. To determine the biggest improvers, brands were sorted by change in score between that time and the previous twelve months. ​

All scores listed have been rounded to a single decimal place; however, we have used additional precision to assign ranks. All brands must have been tracked for at least six months to be included in either ranking.​