Black Horse vs Startline Motor Finance:Which is more popular?
In September 2026, Black Horse had more branded searches than Startline Motor Finance among car finance providers in the United Kingdom. Black Horse had about 60,500 branded searches, while Startline Motor Finance had 12,100. Black Horse made up 31.1% of all car finance provider searches we track, and Startline Motor Finance accounted for 6.2%. When we asked ChatGPT and Google AI Overviews about car finance providers, Black Horse appeared in one of the four answers and Startline Motor Finance in none.
Who do people search for more?
Black Horse, about 5 searches for every 1 for Startline Motor Finance
Who does AI mention more?
Black Horse, mentioned in 1 of 4 answers, Startline Motor Finance in 0
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Top car finance providers in ChatGPT and Google AI Overviews
In three ChatGPT questions and one Google AI Overview, Black Horse was mentioned in one out of four: in one of the three ChatGPT answers, but not in the Google AI Overview. Startline Motor Finance did not appear in any of the four answers.
Mentioned by AI
Each dot is one answer, filled in when that answer mentions the brand.
- Black Horse1 of 4Named in 1 of 3 ChatGPT answersNamed in 0 of 1 Google answers
Moneybarn1 of 4Named in 1 of 3 ChatGPT answersNamed in 0 of 1 Google answers
Zuto0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers
Carfinance 2470 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers
Startline Motor Finance0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers
Carmoola0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers
Oodle Car Finance0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers
Close Brothers Motor Finance0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers
CarMoney0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers
See every answer about car finance providers
4 answers
Asked ChatGPT
“Who's the best car finance provider in the UK?”
Asked ChatGPT
“Where can I get car finance with bad credit?”
Asked ChatGPT
“Is it better to get car finance from the dealer or a broker?”
Searched Google, AI Overview
“car finance”
Not named in any answer:
Brands are shown in the order each answer named them. The survey took place in United Kingdom on October 27, 2026.
Is Black Horse or Startline Motor Finance more popular in search?
This chart shows how often people search Google for Black Horse and Startline Motor Finance by name. Each line represents a brand's share of searches for all nine car finance providers we track, month by month, from searches in United Kingdom.
Share of searches by month for Black Horse, Startline Motor Finance. The figures are in the table below the chart.
View monthly share of searches table
| Month | Black Horse | Zuto | Carfinance 247 | Moneybarn | Startline Motor Finance | Carmoola | Oodle Car Finance | Close Brothers Motor Finance | CarMoney |
|---|---|---|---|---|---|---|---|---|---|
| Oct 2025 | 26.6% | 17.8% | 11.9% | 14.6% | 5.3% | 11.9% | 5.3% | 3.6% | 2.9% |
| Nov 2025 | 24.9% | 16.6% | 13.6% | 13.6% | 6.1% | 13.6% | 5% | 3.3% | 3.3% |
| Dec 2025 | 26.7% | 17.9% | 12% | 14.6% | 6.5% | 9.8% | 5.3% | 3.6% | 3.6% |
| Jan 2026 | 27.1% | 18.1% | 12.1% | 12.1% | 5.4% | 14.8% | 4.4% | 3% | 3% |
| Feb 2026 | 24.8% | 20.3% | 13.6% | 13.6% | 5% | 11.1% | 5% | 3.3% | 3.3% |
| Mar 2026 | 27.4% | 18.3% | 12.3% | 12.3% | 5.5% | 12.3% | 4.5% | 4.5% | 3% |
| Apr 2026 | 29.7% | 19.9% | 10.9% | 13.3% | 5.9% | 8.9% | 4.9% | 3.3% | 3.3% |
| May 2026 | 29.3% | 19.6% | 13.1% | 13.1% | 5.9% | 7.2% | 4.8% | 3.2% | 3.9% |
| Jun 2026 | 28.6% | 19.1% | 12.8% | 12.8% | 7% | 7% | 5.7% | 3.8% | 3.1% |
| Jul 2026 | 29.7% | 19.9% | 13.3% | 13.3% | 5.9% | 5.9% | 4.9% | 4% | 3.2% |
| Aug 2026 | 30.1% | 16.5% | 13.5% | 16.5% | 6% | 6% | 4.9% | 3.3% | 3.3% |
| Sep 2026 | 31.1% | 17% | 13.9% | 13.9% | 6.2% | 5.1% | 5.1% | 4.2% | 3.4% |
How has the Black Horse and Startline Motor Finance comparison changed over the last 12 months?
3 findings
- Black Horse was ahead of Startline Motor Finance in every measured month of the 12 months ending September 2026.
- Across the 12 months ending September 2026, Black Horse’s share of searches among car finance providers in the United Kingdom moved from 26.6% to 31.1%, and its estimated monthly branded searches held steady at 60.5K.
- Across the 12 months ending September 2026, Startline Motor Finance’s share of searches among car finance providers in the United Kingdom moved from 5.3% to 6.2%, and its estimated monthly branded searches held steady at 12.1K.
How did search popularity change for United Kingdom car finance providers in September 2026?
2 changes
In September 2026, Black Horse gained share of searches among car finance providers in the United Kingdom, from 30.1% to 31.1%.
In September 2026, Startline Motor Finance rose from 6th to 5th among car finance providers in the United Kingdom.
How are branded searches counted?
2 search terms
Brandwave collects information about searches that people make online using Black Horse’s and Startline Motor Finance’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.
Black Horse
1 branded search term
- black horse finance
Startline Motor Finance
1 branded search term
- startline motor finance
Other head-to-heads among car finance providers
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