Brand Finance report: What is the most valuable mobility brand of 2024 across ASEAN?

Gojek is ASEAN's most valuable mobility brand as well as the second strongest mobility brand in the world. Despite its brand value decreasing by 14% to US$0.7 billion, Gojek still remains the most valuable mobility brand in the ASEAN region. Coming in second place for ASEAN is Grab, with its brand value increasing by 91% to US$0.6 billion. This follows Grab's increased efforts for in-app innovations and partnerships to create seamless travel experiences for incoming tourists. 

On a global scale, Uber defended its crown as the world's most valuable mobility brand. This was according to Brand Finance's annual report on the most valuable and strongest automobiles, auto components and mobility brands. 

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“Uber's agility in navigating market changes and leveraging brand strength for financial growth are indicative of an effective and modern approach to brand and business management," said Alex Haigh, managing director, Brand Finance, Asia Pacific. "The strategic adjustments in Uber’s business model, coupled with an acute understanding of consumer behaviour, have contributed to Uber's increasing brand value, as evidenced by the company's very comfortable position at the top of the 2024 ranking." 

Brand strength rankings

Conversely, Gojek's brand strength index (BSI) score improved from 74.66 to 77.26 out of 100, said the report. This is due to an average of almost 9 out of 10 in environmental, social and governance scores.  As a result, Gojek was able to hold on to its title as the second strongest mobility brand in the world. In the report, Brand Finance notes that Gojek made significant updates to its app as part of its commitment towards inclusivity. 

The Gojek app now boasts colour vision impairment-friendly features to improve readability and reduce eye strain in brightly lit environments. 

Following Gojek in the top ten list of strongest mobility brands of 2024 is US' Enterprise and France's Europcar in third and fourth position.  Uber takes the fifth spot. Meanwhile, Brazil's Localiza takes the number one spot with a score of 78.5 out of 100.  Grab has also made it on the global list of strongest mobility brands 2024. Grab is currently in tenth place, with a score of 69.2 out of 100. 

Gojek hails from Indonesia and was founded in 2010. Since then, it has expanded to Vietnam, Singapore, Thailand and the Philippines. Most recently, the mobility brand introduced a multimodal service solution GoRide Transit in October 2023. GoRide Transit integrates its GoRide ride-hailing service and public transportation service into one transaction. 

With GoRide Transit, individuals can take a GoRide to the station, enter a public train under the KRL Commuterline and then get on another GoRide to their final destination.

The new service aims to help individuals save more and commute easily and will create a route for its customers when they select their final destination and choose a train station route. Through GoRide Transit, individuals will have QR tickets to scan to get on the KRL Commuterline and will be able to track train trips live, according to a statement by the brand.

Through the service, the company also hopes to encourage the use of public transportation as a more environmentally friendly and sustainable form of mobility in line with GoTo Group’s zero waste, emissions and barriers commitment.

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