Toyota remains the world’s most searched car brand, but BMW is closing in fast, according to the latest annual report from Compare the Market. The eighth edition of the Most Searched Car Brands report, which analyzed Google Trends and keyword search data from 155 countries, reveals a shifting landscape in global car interest.
Toyota held the top spot in 57 countries, down from 64 last year and 69 in 2022. Its continued dominance hinges on its reputation for reliability and low-cost maintenance, and those are highly valued traits in Africa, Asia, South America, Oceania, and the Middle East.
Despite this, BMW is emerging as a serious contender, having risen from 26 countries in 2023, to 30 in 2024, and 46 in 2025.
The Contenders: BMW’s Surge and Tesla’s Slide
Tesla once held second place, but that position has slipped to third, now topping the search charts in just 17 countries. Tesla’s popularity remains strong in Europe and key markets like the United States and China, but BMW’s surprisingly rapid rise has reshaped the competitive landscape.
The report also highlights Chinese electric vehicle brand BYD as a rising star. BYD, which was the most searched brand in only one country in 2024, now leads in seven countries. This surge reflects growing global interest in Chinese EVs and hints at a more diverse international market for car buyers seeking electric options.
When accounting for second and third place searches in each country, Toyota leads with 87 total mentions, closely followed by BMW with 81. This demonstrates that while Toyota remains the most searched overall, BMW is rapidly narrowing the gap.
Other brands making notable appearances include Proton, General Motors, and Renault, while Audi, Mazda, and Ford failed to register in the top rankings this year.
A Changing Global Landscape
Adrian Taylor, Executive General Manager of General Insurance at Compare the Market, notes that these changes signal more competition and shifting consumer preferences.
He explains, “We’ve also seen a big resurgence in some brands, most notably BMW, who is closing in on Toyota’s position in the rankings. There’s definitely been more competition this year, and BMW is now a serious contender for the top spot.”
The regional distribution of searches paints an interesting picture. Toyota continues to dominate regions where dependability and ease of service are valued most.
BMW, on the other hand, saw significant interest across Central and Eastern Europe and parts of Asia, indicating strong appeal among buyers attracted to performance, engineering, and brand prestige. Tesla’s searches remain concentrated in Europe and leading markets for EV adoption.
What This Means for Car Shoppers
For regular car shoppers, these trends provide insight beyond mere popularity. Rising search volumes often reflect growing awareness, availability, and dealer presence in key regions. BMW’s steady climb suggests increasing consumer confidence in the brand and hints at expanding global availability.
BYD’s growth signals that Chinese EVs are gaining global recognition among buyers looking for affordable electric alternatives.
Ultimately, Compare the Market’s report offers a snapshot of what car buyers around the world are curious about. While Toyota continues to lead, BMW’s rise and BYD’s global emergence point to a more competitive and varied marketplace in 2026.
If you are weighing reliability, performance, and the appeal of EV technology, these trends may influence your research and purchasing decisions in the months ahead.
For more details and to view the full report, visit Compare the Market’s page here.