Toyota has retained its position as the most valuable automotive brand in the BrandZ Top 100 Most Valuable Global Brands report 2015. Toyota’s brand was valued at US$28.9bn and came in at number 30 in the full list headed by Apple.

According to the report, although automotive sales improved in some regions, they remained below pre-recession levels in others, adversely impacting overall brand values. Global sales for Toyota in 2014 increased by 2.5% to 10.2m units, which contributed to the company’s brand valuation in this year’s report.

The report also details some of the challenges faced by the auto sector, including the increasing difficulty that automakers face in differentiating their product ranges, and the waning interest in car ownership from the ‘millennials’ consumer group.

The BrandZ Top 100 Most Valuable Global Brands report, commissioned by WPP and conducted by Millward Brown Optimor, surveys some two million consumers in more than 30 countries.