Company 22 Feb 2022

SIXT more than triples its brand value and thereby is the world’s fastest-growing car rental brand

SIXT more than triples its brand value and thereby is the world’s fastest-growing car rental brand
  • Study conducted by the renowned international consultancy Brand Finance attests to SIXT’s rise among the most valuable car rental brands worldwide with a brand value of more than one billion euros
  • SIXT has more than tripled the value of its brand over the past five years by increasing it by 265% from EUR 318 million in 2017 to EUR 1.161 billion in 2022
  • In Germany, the market leader SIXT is on equal footing with global brands like BMW, Nike, IKEA or Deutsche Telekom when it comes to brand strength
  • Internationalisation and digitalisation of its products and services pays off, this is evidenced by the very high brand value share of the US and France, among other factors
  • Robin Ruschke, Senior Vice President Global Brand Strategy & Communications at Sixt SE: “The results of this study impressively prove once more that the continued investments in the premium brand SIXT are paying off. A brand value of over one billion euros represents more than a threefold increase since 2017 and demonstrates that we clearly stand out from the competition through successful internationalisation as well as consistent digitalisation of our products and services.”

Pullach, 22 February 2022 – SIXT is the world’s fastest-growing car rental brand in terms of brand value by far. The international mobility service provider increased its brand value by 265% from 2017 to 2022 from EUR 318 million to EUR 1.161 billion. This represents more than a threefold increase in brand value, according to a study by the internationally renowned consultancy Brand Finance. Brand Finance published the results today in its Automotive Industry Report 2022, according to which SIXT is now one of the world’s most valuable brands in the car rental sector due to its successful internationalisation and consistent digitalisation of its products and services. In its home market of Germany, SIXT is thus on equal footing with global brands like BMW, Nike, IKEA or Deutsche Telekom when it comes to brand strength. The company’s swift and decisive response to the COVID-19 pandemic is also reflected in the result of the Brand Finance study: Despite a strong impact on the travel and tourism industry, SIXT’s brand value also increased significantly last year.

Investments pay off, competition left behind when it comes to growth of brand value
The massive increase in the value of its brand is further evidence that the strategic growth measures implemented by SIXT in recent years and during the COVID-19 pandemic are having a positive impact. These include the anti-cyclical investments in expanding its US branch network during the crisis, the internationally successful roll-out of the car subscription offer SIXT+, and the continuous improvement of digital processes in the interest of the customer. According to Brand Finance, SIXT’s impressive growth in brand value is also due to customers rewarding the mobility service provider with loyalty, trust and engagement for a premium promise delivered over the years. Expansion into Australia as the largest franchise country in the history of the company and new strategic partnerships have also contributed to the fact that the brand value of SIXT has more than tripled in the last five years – while the majority of its competitors can only show increases in the low double-digit percentage range over the same period.

US and France account for large share of the brand value
Even outside of its traditionally strong home market of Germany, SIXT has managed to significantly increase its brand value: with a share of EUR 283 million in SIXT’s total brand value, the United States in particular, as the company’s most important growth market, is already making a massive contribution to its premium position in the mobility sector. It is followed by France with a share of EUR 164 million. Germany is the proportionate leader in SIXT’s brand value at EUR 351 million.

Approach and methodology
The elaborate brand value study was conducted by the international consultancy Brand Finance, with a valuation date of 1 January 2022. Founded in 1996 and headquartered in London, Brand Finance is the world’s leading independent consultancy on brand strategy.

To calculate the strength and value of brands such as SIXT, Brand Finance looks at a wide range of factors such as core brand equity (consideration, preference, recommendation, likeability), quality of cars, market presence, turnover, sales growth, brand awareness, website visits, social media mentions as well as the average number of rentals per car and other operational outputs that can be influenced by building customer equity in the markets. Brand Finance combines all these factors in different weightings.

Brand Finance calculated the brand value of SIXT in the seven markets of Germany, France, Spain, the Netherlands, Great Britain, the US and Belgium. Its rating complied with the requirements of the ISO 10668 standards for brand valuation.

About SIXT

Sixt SE with its registered office in Pullach near Munich, is a leading international provider of high-quality mobility services. With its products SIXT rent, SIXT share, SIXT ride and SIXT+ on the mobility platform ONE the company offers a uniquely integrated premium mobility service across the fields of vehicle and commercial vehicle rental, car sharing, ride hailing and car subscriptions. The products can be booked through the SIXT App, which also integrates the services of its renowned mobility partners. SIXT has a presence in more than 100 countries around the globe. The company stands for consistent customer orientation, a lived culture of innovation with strong technological competence, a high proportion of premium vehicles in the fleet and an attractive price-performance ratio. In 2023 Sixt Group achieved consolidated pre-tax earnings of EUR 464.3 million and another significant increase in consolidated revenue to EUR 3.62 billion. Sixt SE has been listed on the Frankfurt Stock Exchange since 1986 (ISIN ordinary share: DE0007231326, ISIN preference share: DE0007231334).

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