Brandwave

How popular isBMW?

In September 2026, people searched for BMW by name about 9.1 million times worldwide, a 17.7% decrease from the previous year. These searches made up 26.7% of all global sports car brand searches, placing BMW first out of ten brands. When we asked both ChatGPT and Google AI Overviews about sports car brands, BMW appeared in all answers and was the third most recommended of the ten.

Search and AI answers in September 2026

BMW is the most searched of 10 competitors and the third most recommended in AI answers.

  1. BMWShare of searches 26.7%Mentioned in 5 of 5 AI answersPlace in AI recommendations 3rd
  2. PorscheShare of searches 14.6%Mentioned in 5 of 5 AI answersPlace in AI recommendations 1st
  3. LamborghiniShare of searches 11.9%Mentioned in 2 of 5 AI answersPlace in AI recommendations 6th
  4. FerrariShare of searches 9.8%Mentioned in 3 of 5 AI answersPlace in AI recommendations 4th
  5. MazdaShare of searches 9.8%Mentioned in 3 of 5 AI answersPlace in AI recommendations 5th

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Top sports car brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, BMW appeared in all five answers. BMW is the third most recommended of the ten.

Most recommended by AI

Brands get a higher ranking if they are mentioned earlier in the answers.

  1. Porsche1st
  2. Chevrolet2nd
  3. BMW3rd
  4. Ferrari4th
  5. Mazda5th
  6. Lamborghini6th
  7. Mclaren7th
  8. Aston Martin8th
  9. Lotus9th
  10. Nissan10th

Mentioned by AI

Each dot is one answer, filled in when that answer mentions the brand.

  • BMW5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Porsche5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Chevrolet5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Ferrari3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Mazda3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Lamborghini2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Aston Martin2 of 5Named in 0 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Mclaren2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Lotus2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Nissan1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about sports car brands

5 answers

Brands are shown in the order each answer named them. The survey took place in the United States on October 19, 2026.

Which sports car brands compete with BMW?

BMW against sports car brands worldwide, by month

Share of searches by month for BMW, Porsche, Lamborghini, Ferrari, Mazda, Nissan, Chevrolet, Aston Martin, Mclaren. The figures are in the table below the chart.

View monthly share of searches table
MonthBMWPorscheLamborghiniFerrariMazdaNissanChevroletAston MartinMclarenLotus
Oct 202526.8%14.8%12.1%9.9%8.1%9.9%8.1%4.4%5.4%0.73%
Nov 202524.9%16.7%11.1%9.1%9.1%9.1%9.1%4.1%6.1%0.67%
Dec 202524.9%16.7%11.2%9.1%9.1%9.1%9.1%5%5%0.67%
Jan 202627.9%15.4%10.3%8.4%10.3%10.3%8.4%4.6%3.8%0.62%
Feb 202626.7%14.6%11.9%9.8%9.8%9.8%8%5.3%3.6%0.59%
Mar 202628.1%15.5%10.4%8.5%8.5%10.4%8.5%5.7%3.8%0.62%
Apr 202625.1%16.8%11.2%9.2%9.2%9.2%9.2%5%4.1%0.83%
May 202624.6%16.5%11%11%9%9%9%4.9%4%0.99%
Jun 202626.6%14.6%11.9%9.8%9.8%9.8%8%4.4%4.4%0.88%
Jul 202627.8%15.2%10.2%8.3%10.2%10.2%8.3%4.6%4.6%0.75%
Aug 202626.1%14.3%11.7%9.6%9.6%9.6%9.6%5.2%3.5%0.86%
Sep 202626.7%14.6%11.9%9.8%9.8%9.8%8%4.4%4.4%0.72%

  1. 1.BMW

    26.7%

    Held 1st. 9.1M estimated branded searches, 0% vs prior month. Share +0.5 points.

  2. 2.Porsche

    14.6%

    Held 2nd. 5M estimated branded searches, 0% vs prior month. Share +0.3 points.

  3. 3.Lamborghini

    11.9%

    Held 3rd. 4.1M estimated branded searches, 0% vs prior month. Share +0.2 points.

  4. 4.Ferrari

    9.8%

    Moved from 5th to 4th. 3.4M estimated branded searches, 0% vs prior month. Share +0.2 points.

  5. 5.Mazda

    9.8%

    Moved from 6th to 5th. 3.4M estimated branded searches, 0% vs prior month. Share +0.2 points.

  6. 6.Nissan

    9.8%

    Moved from 7th to 6th. 3.4M estimated branded searches, 0% vs prior month. Share +0.2 points.

  7. 7.Chevrolet

    8%

    Moved from 4th to 7th. 2.7M estimated branded searches, -18.2% vs prior month. Share -1.6 points.

  8. 8.Aston Martin

    4.4%

    Held 8th. 1.5M estimated branded searches, -18% vs prior month. Share -0.9 points.

  9. 9.Mclaren

    4.4%

    Held 9th. 1.5M estimated branded searches, +23% vs prior month. Share +0.9 points.

  10. 10.Lotus

    0.72%

    Held 10th. 246K estimated branded searches, -18.3% vs prior month. Share -0.1 points.

Compare popularity between BMW and its closest rivals

Every comparison with BMW

59 comparisons

How has branded search demand for BMW changed worldwide over the last 12 months?

2 findings
  • Across the 12 months ending September 2026, estimated monthly branded searches for BMW worldwide fell from 11.1M to 9.1M.
  • Across the 12 months ending September 2026, BMW’s share of searches among sports car brands worldwide peaked at 28.1% in March 2026 and was lowest at 24.6% in May 2026.

How did search popularity change for sports car brands worldwide in September 2026?

6 changes

  1. In September 2026, Mclaren gained share of searches among sports car brands worldwide, from 3.5% to 4.4%.

  2. In September 2026, BMW gained share of searches among sports car brands worldwide, from 26.1% to 26.7%.

  3. In September 2026, Chevrolet lost share of searches among sports car brands worldwide, from 9.6% to 8%.

  4. In September 2026, Aston Martin lost share of searches among sports car brands worldwide, from 5.2% to 4.4%.

  5. In September 2026, Ferrari rose from 5th to 4th among sports car brands worldwide.

  6. In September 2026, Mazda rose from 6th to 5th among sports car brands worldwide.

How are BMW’s branded searches counted?

1 search term

Brandwave collects information about searches that people make online using BMW’s name. When viewed over time, estimated search volumes for this branded term can be used to understand whether interest in the brand is growing, holding steady, or fading.

  • bmw

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How the Brand Demand Index is measured

Where does BMW compete?

BMW is ranked in four competitor sets. Each share is worked out among that set's brands, so it differs from set to set.
Competitor setRankShare of searchesRanking
Car brands3rd of 854.8%Show ranking
Electric car brands1st of 1017.7%Show ranking
Luxury car brands1st of 1221.8%Show ranking
Sports car brands1st of 1026.7%Shown above
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Is BMW your brand?

Put your own campaigns, spend and outcomes next to this demand line, so you can see which of your marketing lined up with the movements above.

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