This paper first identifies the driving factors of brand equity and then uses these factors to develop a multi-dimensional brand equity scale and a customer-based brand equity index． The brand utility perceived map is used to analyze the industry competition structure and brand competitive advantages． The results show that the brand equity consists of five dimensions in auto industry，e． g． brand authority，brand identity，brand approval，function performance and competitive charges． Brand authority，brand identity and brand approval are more important driving factors than brand equity． The analysis of the brand equity index shows that there are three competitive classes in China’s auto industry and most auto brands have no different brand positioning from the consumer perception．