Porsche has been ranked the number one global luxury brand for the second consecutive year, according to the 2026 Luxury & Premium 50 report by Brand Finance. The German sports car brand maintained its top position across all sectors, surpassing Chanel and Louis Vuitton. The ranking is based on the Royalty Relief approach, which estimates a brand's value by calculating future revenues attributable to the brand.
The top four global luxury brands have maintained their positions over the past two years. However, Porsche experienced a 15% decline in brand value, dropping from $41.1 billion in 2025 to $35.2 billion in 2026. This downturn is attributed to a challenging year marked by a sharp decline in profitability and other difficulties. Despite this, Porsche strengthened its position with the expansion of its electrified models.
The luxury and premium segment with the most brands in the top 50 is apparel, with a total of 33 brands. Ferrari was ranked as the second most valuable automotive brand and seventh overall, with a brand value of $14.5 billion. The Italian brand improved its position from eighth in 2025, driven by its focus on exclusivity, high-margin models, and product innovation.
Lamborghini was ranked 18th among global luxury brands, up from 19th in 2025. The Italian supercar brand had a successful year, launching new models such as the Revuelto and Temerario, and celebrating the 60th anniversary of the Miura. Rolls-Royce was the fourth most valuable automotive brand and 24th overall, introducing new models and exclusive designs.
Bentley was ranked fifth among motoring brands and 25th overall. The company launched enhanced and electrified derivatives of its models, including the Continental GT and Bentayga SUV. Bentley also debuted its first full-electric model, the Torcal. Alpine, a Renault subsidiary, was ranked sixth among car brands and 39th overall.
Aston Martin was ranked seventh among vehicle brands and 44th out of the top 50 global luxury brands. Despite a challenging year for its motorsport wing, the brand launched new models such as the Valhalla junior supercar and enhanced its Vantage and DBX models. Jaguar is preparing for a major reinvention as an all-electric luxury marque with its highly anticipated Jaguar Type 01.
The 2026 Luxury & Premium 50 report highlights the resilience of luxury brands despite economic challenges. The top luxury brands have demonstrated their ability to adapt and innovate, driving growth and desirability. The rankings provide valuable insights into the performance of luxury brands across various sectors.
Key points
- Porsche retains top spot as world's most valuable luxury brand
- Ferrari and Lamborghini rank second and third among motoring brands
- Luxury brands adapt and innovate to drive growth and desirability
