---
title: "Outboard motor brands: Which brands are most popular in search?"
description: "Compare the outboard motor brands shoppers choose between. Share of Search among Honda, Yamaha, Suzuki, Evinrude, Mercury Marine and Tohatsu, the outboard motor brands Brandwave compares worldwide, using the same methodology, market, and reporting period. Branded searches tell you how often people look for a brand by name or related terms. Comparing these searches across competitors helps you see how popular each brand is over time."
canonical: "https://gobrandwave.com/demand/global-en/categories/outboard-motor-brands"
publisher: "Brandwave"
---

# Outboard motor brands: Which brands are most popular in search?

Compare the outboard motor brands shoppers choose between. Share of Search among Honda, Yamaha, Suzuki, Evinrude, Mercury Marine and Tohatsu, the outboard motor brands Brandwave compares worldwide, using the same methodology, market, and reporting period. Branded searches tell you how often people look for a brand by name or related terms. Comparing these searches across competitors helps you see how popular each brand is over time.

## Key facts

- **Competitive set**: Outboard motor brands
- **Market**: Global
- **Brands compared**: 6
- **Month measured**: Aug 2026
- **Highest Share of Search**: Honda, 49.9%

## Which brand is most popular in search among outboard motor brands worldwide?

- In August 2026, Honda was the most searched among outboard motor brands worldwide, with an estimated 7.5M branded searches and 49.9% estimated Share of Search within this set.
- Yamaha is in 2nd place, 22.6 percentage points behind at 27.3% Share of Search.
- Across the 11 months ending August 2026, Honda’s estimated Share of Search among outboard motor brands worldwide increased from 47.6% to 49.9%.
- Across the 11 months ending August 2026, Yamaha’s estimated Share of Search among outboard motor brands worldwide increased from 26% to 27.3%.
- Across the 11 months ending August 2026, Suzuki’s estimated Share of Search among outboard motor brands worldwide decreased from 26% to 22.3%.
- Across the 11 months ending August 2026, Honda’s estimated Share of Search among outboard motor brands worldwide peaked at 50% in February 2026 and was lowest at 45% in March 2026.
- Across the 11 months ending August 2026, Yamaha’s estimated Share of Search among outboard motor brands worldwide peaked at 30.1% in March 2026 and was lowest at 26% in October 2025.
- Across the 11 months ending August 2026, Suzuki’s estimated Share of Search among outboard motor brands worldwide peaked at 26% in December 2025 and was lowest at 22.3% in August 2026.
- Across the 11 months ending August 2026, Yamaha rose from 3rd to 2nd among outboard motor brands worldwide.
- Across the 11 months ending August 2026, Suzuki fell from 2nd to 3rd among outboard motor brands worldwide.
- Across the 11 months ending August 2026, Evinrude rose from 5th to 4th among outboard motor brands worldwide.
- Across the 11 months ending August 2026, Mercury Marine fell from 4th to 5th among outboard motor brands worldwide.
- Across the 11 months ending August 2026, Tohatsu held steady: its estimated Share of Search among outboard motor brands worldwide moved less than 0.5 percentage points.

## Compare search popularity between leading brands

- [Honda vs Yamaha: compare search popularity](/demand/global-en/compare/honda-vs-yamaha): 49.9% against 27.3% Share of Search.
- [Honda vs Suzuki: compare search popularity](/demand/global-en/compare/honda-vs-suzuki): 49.9% against 22.3% Share of Search.
- [Yamaha vs Suzuki: compare search popularity](/demand/global-en/compare/suzuki-vs-yamaha): 27.3% against 22.3% Share of Search.

## How did search popularity change for outboard motor brands worldwide in August 2026?

- Estimated monthly branded searches for Evinrude worldwide rose 49.7% over 11 measured months, from 18.1K to 27.1K in August 2026.
- Estimated monthly branded searches for Tohatsu worldwide rose 49.7% over 11 measured months, from 18.1K to 27.1K in August 2026.
- Estimated monthly branded searches for Suzuki worldwide fell 18.1% over 11 measured months, from 4.1M to 3.4M in August 2026.

## Share of Search ranking

| Rank | Brand | Share of Search | Estimated monthly branded searches | Change vs prior month | Owned by |
| --- | --- | --- | --- | --- | --- |
| 1 | Honda | 49.9% | 7.5M | 0.0% | Honda |
| 2 | Yamaha | 27.3% | 4.1M | 0.0% | Yamaha |
| 3 | Suzuki | 22.3% | 3.4M | 0.0% | Suzuki |
| 4 | Evinrude | 0.18% | 27.1K | 0.0% | Evinrude |
| 5 | Mercury Marine | 0.18% | 27.1K | 0.0% | Mercury Marine |
| 6 | Tohatsu | 0.18% | 27.1K | +22.1% | Tohatsu |

## Historical estimated branded-search demand

| Month | Brand | Estimated monthly branded searches | Share of Search | Rank |
| --- | --- | --- | --- | --- |
| Oct 2025 | Honda | 7.5M | 47.6% | 1 |
| Oct 2025 | Suzuki | 4.1M | 26% | 2 |
| Oct 2025 | Yamaha | 4.1M | 26% | 3 |
| Oct 2025 | Mercury Marine | 27.1K | 0.17% | 4 |
| Oct 2025 | Evinrude | 18.1K | 0.12% | 5 |
| Oct 2025 | Tohatsu | 18.1K | 0.12% | 6 |
| Nov 2025 | Honda | 7.5M | 47.6% | 1 |
| Nov 2025 | Suzuki | 4.1M | 26% | 2 |
| Nov 2025 | Yamaha | 4.1M | 26% | 3 |
| Nov 2025 | Mercury Marine | 22.2K | 0.14% | 4 |
| Nov 2025 | Evinrude | 14.8K | 0.09% | 5 |
| Nov 2025 | Tohatsu | 14.8K | 0.09% | 6 |
| Dec 2025 | Honda | 7.5M | 47.6% | 1 |
| Dec 2025 | Suzuki | 4.1M | 26% | 2 |
| Dec 2025 | Yamaha | 4.1M | 26% | 3 |
| Dec 2025 | Mercury Marine | 18.1K | 0.12% | 4 |
| Dec 2025 | Evinrude | 14.8K | 0.09% | 5 |
| Dec 2025 | Tohatsu | 14.8K | 0.09% | 6 |
| Jan 2026 | Honda | 7.5M | 47.6% | 1 |
| Jan 2026 | Suzuki | 4.1M | 26% | 2 |
| Jan 2026 | Yamaha | 4.1M | 26% | 3 |
| Jan 2026 | Mercury Marine | 22.2K | 0.14% | 4 |
| Jan 2026 | Evinrude | 14.8K | 0.09% | 5 |
| Jan 2026 | Tohatsu | 14.8K | 0.09% | 6 |
| Feb 2026 | Honda | 7.5M | 50% | 1 |
| Feb 2026 | Yamaha | 4.1M | 27.3% | 2 |
| Feb 2026 | Suzuki | 3.4M | 22.4% | 3 |
| Feb 2026 | Mercury Marine | 22.2K | 0.15% | 4 |
| Feb 2026 | Evinrude | 14.8K | 0.1% | 5 |
| Feb 2026 | Tohatsu | 14.8K | 0.1% | 6 |
| Mar 2026 | Honda | 7.5M | 45% | 1 |
| Mar 2026 | Yamaha | 5M | 30.1% | 2 |
| Mar 2026 | Suzuki | 4.1M | 24.6% | 3 |
| Mar 2026 | Mercury Marine | 27.1K | 0.16% | 4 |
| Mar 2026 | Evinrude | 18.1K | 0.11% | 5 |
| Mar 2026 | Tohatsu | 18.1K | 0.11% | 6 |
| Apr 2026 | Honda | 7.5M | 49.9% | 1 |
| Apr 2026 | Yamaha | 4.1M | 27.3% | 2 |
| Apr 2026 | Suzuki | 3.4M | 22.4% | 3 |
| Apr 2026 | Mercury Marine | 27.1K | 0.18% | 4 |
| Apr 2026 | Evinrude | 22.2K | 0.15% | 5 |
| Apr 2026 | Tohatsu | 18.1K | 0.12% | 6 |
| May 2026 | Honda | 7.5M | 49.9% | 1 |
| May 2026 | Yamaha | 4.1M | 27.3% | 2 |
| May 2026 | Suzuki | 3.4M | 22.3% | 3 |
| May 2026 | Mercury Marine | 27.1K | 0.18% | 4 |
| May 2026 | Evinrude | 22.2K | 0.15% | 5 |
| May 2026 | Tohatsu | 22.2K | 0.15% | 6 |
| Jun 2026 | Honda | 7.5M | 49.9% | 1 |
| Jun 2026 | Yamaha | 4.1M | 27.3% | 2 |
| Jun 2026 | Suzuki | 3.4M | 22.3% | 3 |
| Jun 2026 | Evinrude | 27.1K | 0.18% | 4 |
| Jun 2026 | Mercury Marine | 27.1K | 0.18% | 5 |
| Jun 2026 | Tohatsu | 22.2K | 0.15% | 6 |
| Jul 2026 | Honda | 7.5M | 49.9% | 1 |
| Jul 2026 | Yamaha | 4.1M | 27.3% | 2 |
| Jul 2026 | Suzuki | 3.4M | 22.3% | 3 |
| Jul 2026 | Evinrude | 27.1K | 0.18% | 4 |
| Jul 2026 | Mercury Marine | 27.1K | 0.18% | 5 |
| Jul 2026 | Tohatsu | 22.2K | 0.15% | 6 |
| Aug 2026 | Honda | 7.5M | 49.9% | 1 |
| Aug 2026 | Yamaha | 4.1M | 27.3% | 2 |
| Aug 2026 | Suzuki | 3.4M | 22.3% | 3 |
| Aug 2026 | Evinrude | 27.1K | 0.18% | 4 |
| Aug 2026 | Mercury Marine | 27.1K | 0.18% | 5 |
| Aug 2026 | Tohatsu | 27.1K | 0.18% | 6 |
| Sep 2026 | Evinrude | — | — | — |
| Sep 2026 | Honda | — | — | — |
| Sep 2026 | Mercury Marine | — | — | — |
| Sep 2026 | Suzuki | — | — | — |
| Sep 2026 | Tohatsu | — | — | — |
| Sep 2026 | Yamaha | — | — | — |

## What is being compared

- **Evinrude**: Measured on the search term “evinrude”.
- **Honda**: Measured on the search term “honda”.
- **Mercury Marine**: Measured on the search term “mercury marine”.
- **Suzuki**: Measured on the search term “suzuki”.
- **Tohatsu**: Measured on the search term “tohatsu”.
- **Yamaha**: Measured on the search term “yamaha”.

- [Evinrude](/demand/global-en/brands/evinrude)
- [Honda](/demand/global-en/brands/honda)
- [Mercury Marine](/demand/global-en/brands/mercury-marine)
- [Suzuki](/demand/global-en/brands/suzuki)
- [Tohatsu](/demand/global-en/brands/tohatsu)
- [Yamaha](/demand/global-en/brands/yamaha)

## Methodology

- [How is branded search demand measured?](/demand/methodology): Where the figures come from, what they compare, and how they may be reused.

## Frequently asked questions

### Which brand is most popular in search among outboard motor brands worldwide?

In August 2026, Honda was the most searched among outboard motor brands worldwide, with an estimated 7.5M branded searches and 49.9% estimated Share of Search within this set. These are worldwide searches for English-language branded terms.

## Cite this page

Brandwave. "Outboard motor brands: Which brands are most popular in search?". https://gobrandwave.com/demand/global-en/categories/outboard-motor-brands

This page is also available as HTML at https://gobrandwave.com/demand/global-en/categories/outboard-motor-brands. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.