Brandwave

BMW vs Ferrari:Which is more popular?

In September 2026, BMW had more branded searches than Ferrari among sports car brands worldwide. BMW had about 9.1 million branded searches, while Ferrari had 3.4 million. BMW made up 26.7% of all sports car brand searches we track, and Ferrari accounted for 9.8%. When we asked ChatGPT and Google AI Overviews about sports car brands, BMW appeared in all five answers and Ferrari in three. BMW was mentioned before Ferrari in three out of five answers.

Among sports car brands worldwide in September 2026

Who do people search for more?

BMW, about 3 searches for every 1 for Ferrari

BMW 9.1M searchesFerrari 3.4M searches

Who does AI mention more?

BMW, mentioned in every answer we collected

BMW in 5 of 5Ferrari in 3 of 5

Who does AI recommend more?

BMW, named ahead of Ferrari in 3 of 5 answers

BMW first in 3Ferrari first in 2

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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. Ferrari was mentioned in three out of five: in two of the three ChatGPT answers and in one of the two Google AI Overviews. BMW was listed before Ferrari in three out of five answers.

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.

Is BMW or Ferrari more popular in search?

This chart shows how often people search Google for BMW and Ferrari by name. Each line represents a brand's share of searches for all ten sports car brands we track, month by month, from English-language searches worldwide.

BMW and Ferrari among sports car brands worldwide, by month

Share of searches by month for BMW, Ferrari. 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%

How has the BMW and Ferrari comparison changed over the last 12 months?

3 findings
  • BMW was ahead of Ferrari in every measured month of the 12 months ending September 2026.
  • Across the 12 months ending September 2026, BMW’s share of searches among sports car brands worldwide moved from 26.8% to 26.7%, and its estimated monthly branded searches moved from 11.1M to 9.1M.
  • Across the 12 months ending September 2026, Ferrari’s share of searches among sports car brands worldwide moved from 9.9% to 9.8%, and its estimated monthly branded searches moved from 4.1M to 3.4M.

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

2 changes

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

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

How are branded searches counted?

2 search terms

Brandwave collects information about searches that people make online using BMW’s and Ferrari’s names. When viewed over time, estimated search volumes for these branded terms can be used to understand whether interest in the brands is growing, holding steady, or fading.

BMW

1 branded search term

  • bmw

Ferrari

1 branded search term

  • ferrari

How the Brand Demand Index is measured

Other head-to-heads among sports car brands

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