Ford vs Kia:Which is more popular by branded search?
In August 2026, Kia had more branded searches than Ford among SUV brands worldwide. Kia was estimated to have 5M branded searches compared to Ford’s 4.1M, and held a 9.5% Share of Search versus Ford’s 7.8%. These are worldwide searches for English-language branded terms.
Follow Ford vs Kia and get free monthly updates on what changed
By continuing you'll get index updates and occasional product news from Brandwave. Unsubscribe any time. Privacy
Which is more popular in search, Ford or Kia?
Compare the suv brands drivers choose between. 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.
Share of Search by month for Kia, Ford. The figures are in the table below the chart.
View monthly share of search table
| Month | Toyota | Volkswagen | Honda | Hyundai | Kia | Ford | Mazda | Nissan | Subaru |
|---|---|---|---|---|---|---|---|---|---|
| Oct 2025 | 19.8% | 16.3% | 13.4% | 13.4% | 8.9% | 8.9% | 6% | 7.3% | 6% |
| Nov 2025 | 20.4% | 16.8% | 13.8% | 13.8% | 7.5% | 9.2% | 6.2% | 6.2% | 6.2% |
| Dec 2025 | 21% | 17.3% | 14.1% | 11.6% | 7.7% | 9.4% | 6.3% | 6.3% | 6.3% |
| Jan 2026 | 23% | 15.4% | 12.6% | 12.6% | 8.4% | 8.4% | 6.9% | 6.9% | 5.7% |
| Feb 2026 | 21.2% | 17.5% | 14.3% | 11.7% | 9.5% | 7.8% | 6.4% | 6.4% | 5.2% |
| Mar 2026 | 19.8% | 16.3% | 13.4% | 13.4% | 8.9% | 8.9% | 6% | 7.3% | 6% |
| Apr 2026 | 21.2% | 17.5% | 14.3% | 11.7% | 9.5% | 7.8% | 6.4% | 6.4% | 5.2% |
| May 2026 | 21% | 17.3% | 14.1% | 11.6% | 9.4% | 7.7% | 6.3% | 6.3% | 6.3% |
| Jun 2026 | 22.3% | 15% | 15% | 12.3% | 8.2% | 8.2% | 6.7% | 6.7% | 5.5% |
| Jul 2026 | 21.6% | 17.8% | 14.5% | 11.9% | 7.9% | 7.9% | 6.5% | 6.5% | 5.3% |
| Aug 2026 | 21.2% | 17.5% | 14.3% | 11.7% | 9.5% | 7.8% | 6.4% | 6.4% | 5.2% |
| Sep 2026 | — | — | — | — | — | — | — | — | — |
How has the Ford and Kia comparison changed over the last 12 months?
3 findings
- The lead changed hands once in the 11 months ending August 2026: Kia took it in February 2026.
- Across the 11 months ending August 2026, Ford’s estimated Share of Search among SUV brands worldwide moved from 8.9% to 7.8%, and its estimated monthly branded searches moved from 5M to 4.1M.
- Across the 11 months ending August 2026, Kia’s estimated Share of Search among SUV brands worldwide moved from 8.9% to 9.5%, and its estimated monthly branded searches held steady at 5M.
How did search popularity change for SUV brands worldwide in August 2026?
2 changes
In August 2026, Kia overtook Ford to rank 5th among SUV brands worldwide, at 9.5%.
Estimated monthly branded searches for Ford worldwide fell 18.2% over 11 measured months, from 5M to 4.1M in August 2026.
How each brand is measured
Brandwave collects information about searches that people make online using Ford’s and Kia’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.
Put your own brand in this comparison
Brandwave tracks your branded demand next to the rival you actually watch, with your campaigns, spend and outcomes on the same timeline.