Brandwave

How popular isFord?

In September 2026, people searched for Ford by name about 4.1 million times worldwide, an 18.2% decrease from the previous year. These searches made up 21.9% of all global truck brand searches, placing Ford second out of 11 brands. When we asked both ChatGPT and Google AI Overviews about truck brands, Ford appeared in all answers and was the most recommended of the 11.

Search and AI answers in September 2026

Ford is the second most searched of 11 competitors and the most recommended in AI answers.

  1. ToyotaShare of searches 59.4%Mentioned in 5 of 5 AI answersPlace in AI recommendations 3rd
  2. FordShare of searches 21.9%Mentioned in 5 of 5 AI answersPlace in AI recommendations 1st
  3. GMCShare of searches 8%Mentioned in 4 of 5 AI answersPlace in AI recommendations 4th
  4. ChevroletShare of searches 4.2%Mentioned in 5 of 5 AI answersPlace in AI recommendations 2nd
  5. ScaniaShare of searches 2.4%Mentioned in 0 of 5 AI answersPlace in AI recommendations –

+6 more

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Top truck brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Ford appeared in all five answers. Ford is the most recommended of the 11.

Most recommended by AI

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

  1. Ford1st
  2. Chevrolet2nd
  3. Toyota3rd
  4. GMC4th
  5. RAM5th
  6. Scania–
  7. Iveco–
  8. Hino–
  9. Volvo Trucks–
  10. MAN Truck and Bus–
  11. +1 more

Mentioned by AI

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

  • Toyota5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Ford5 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
  • GMC4 of 5Named in 2 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • RAM4 of 5Named in 2 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Scania0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Iveco0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Hino0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Volvo Trucks0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • MAN Truck and Bus0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

+1 more

See every answer about truck brands

5 answers

Not named in any answer:

Brands are shown in the order each answer named them. The survey took place in the United States on October 21, 2026.

Which truck brands compete with Ford?

Ford against truck brands worldwide, by month

Share of searches by month for Toyota, Ford, GMC, Chevrolet, Scania. The figures are in the table below the chart.

View monthly share of searches table
MonthToyotaFordGMCChevroletScaniaIvecoHinoVolvo TrucksMAN Truck and BusRAMDAF
Oct 202556.9%25.6%7.7%3.1%2.3%1.9%0.85%0.69%0.4%0.31%0.21%
Nov 202557%25.7%7.7%3.1%2.3%1.5%0.85%0.69%0.59%0.31%0.17%
Dec 202557.1%25.7%7.7%3.3%2.3%1.5%0.85%0.57%0.4%0.31%0.17%
Jan 202661.9%22.7%6.8%2.9%2%1.4%0.75%0.61%0.36%0.28%0.18%
Feb 202659.8%22%8.1%3.5%2.4%1.6%0.89%0.73%0.42%0.27%0.18%
Mar 202656.7%25.6%7.7%3.8%2.3%1.5%0.84%0.69%0.41%0.25%0.21%
Apr 202659.8%22%8.1%4%2%1.6%0.89%0.73%0.43%0.27%0.22%
May 202658.4%21.5%7.9%5.9%2.4%1.6%0.87%0.58%0.35%0.32%0.17%
Jun 202660.9%22.4%6.7%3.9%2%1.7%0.9%0.74%0.36%0.27%0.22%
Jul 202661.1%22.5%6.7%3.6%2%1.7%0.91%0.61%0.44%0.27%0.22%
Aug 202660%22.1%8.1%3.8%2%1.6%0.89%0.59%0.35%0.27%0.22%
Sep 202659.4%21.9%8%4.2%2.4%1.6%0.88%0.59%0.43%0.27%0.22%

  1. 1.Toyota

    59.4%

    Held 1st. 11.1M estimated branded searches, 0% vs prior month. Share -0.6 points.

  2. 2.Ford

    21.9%

    Held 2nd. 4.1M estimated branded searches, 0% vs prior month. Share -0.2 points.

  3. 3.GMC

    8%

    Held 3rd. 1.5M estimated branded searches, 0% vs prior month. Share -0.1 points.

  4. 4.Chevrolet

    4.2%

    Held 4th. 793K estimated branded searches, +12.8% vs prior month. Share +0.4 points.

  5. 5.Scania

    2.4%

    Held 5th. 450K estimated branded searches, +22.3% vs prior month. Share +0.4 points.

  6. 6.Iveco

    1.6%

    Held 6th. 301K estimated branded searches, 0% vs prior month. Share 0 points.

  7. 7.Hino

    0.88%

    Held 7th. 165K estimated branded searches, 0% vs prior month. Share 0 points.

  8. 8.Volvo Trucks

    0.59%

    Held 8th. 110K estimated branded searches, 0% vs prior month. Share 0 points.

  9. 9.MAN Truck and Bus

    0.43%

    Held 9th. 79.4K estimated branded searches, +22.3% vs prior month. Share +0.1 points.

  10. 10.RAM

    0.27%

    Held 10th. 49.5K estimated branded searches, 0% vs prior month. Share 0 points.

  11. 11.DAF

    0.22%

    Held 11th. 40.5K estimated branded searches, 0% vs prior month. Share 0 points.

Compare popularity between Ford and its closest rivals

Every comparison with Ford

51 comparisons

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

3 findings
  • Across the 12 months ending September 2026, estimated monthly branded searches for Ford worldwide fell from 5M to 4.1M.
  • Across the 12 months ending September 2026, Ford’s share of searches among truck brands worldwide decreased from 25.6% to 21.9%.
  • Across the 12 months ending September 2026, Ford’s share of searches among truck brands worldwide peaked at 25.7% in December 2025 and was lowest at 21.5% in May 2026.

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

6 changes

  1. In September 2026, Toyota lost share of searches among truck brands worldwide, from 60% to 59.4%.

  2. Estimated monthly branded searches for Chevrolet worldwide rose 31.5% over 12 measured months, from 603K to 793K in September 2026.

  3. Estimated monthly branded searches for Volvo Trucks worldwide fell 18.5% over 12 measured months, from 135K to 110K in September 2026.

  4. Estimated monthly branded searches for Iveco worldwide fell 18.2% over 12 measured months, from 368K to 301K in September 2026.

  5. Estimated monthly branded searches for Ford worldwide fell 18.2% over 12 measured months, from 5M to 4.1M in September 2026.

  6. Estimated monthly branded searches for RAM worldwide fell 18.2% over 12 measured months, from 60.5K to 49.5K in September 2026.

How are Ford’s branded searches counted?

1 search term

Brandwave collects information about searches that people make online using Ford’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.

  • ford

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How the Brand Demand Index is measured

Where does Ford compete?

Ford is ranked in five competitor sets. Each share is worked out among that set's brands, so it differs from set to set.
Competitor setRankShare of searchesRanking
Car brands12th of 852.2%Show ranking
SUV brands6th of 106.9%Show ranking
Van brands4th of 89.3%Show ranking
Pickup truck brands2nd of 620.2%Show ranking
Truck brands2nd of 1121.9%Shown above
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Is Ford 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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