The online popularity of the world’s top luxury car brands is a reliable indicator of future sales and trends shaping the global auto industry. Every luxury car brand on our list captures customers’ attention and sparks meaningful conversations on social media. They are at the forefront of issues important to affluent consumers.
The global luxury auto industry is a growing market, expected to reach $665 billion by 2027. While German automakers dominate our list with BMW, Mercedes Benz and Audi, the USA is rapidly catching up with Tesla. Japan has only one brand in the top 10 with Lexus, Toyota’s premium arm. The rest of the rankings are other European brands from Sweden (Volvo), Italy (Lamborghini and Ferrari), the U.K. (Land Rover).
BMW (Bayerische Motoren Werke) is the most popular luxury auto brand online. It holds a 22.8% market share of research interest in 2021, with a host of trusted stocks that have consistently kept it in the conversation. The brand’s shift towards luxury electric vehicles has undoubtedly helped draw attention, especially with the announcement of the electric-driven BMW New Class platform, which will launch in 2025.
The German luxury car brand is also keeping its name at the forefront of the industry with the arrival of its highly anticipated BMW M3 and M4 and the upcoming fully electric iX model.
The brand’s electric motors are said to challenge Tesla. And, as always, the brand’s ever-evolving tech provides towards its steady market share. By 2023, BMW anticipates almost double its number of all-electric and plug-in hybrid models to 25.
Daimler Group’s luxury auto division, Mercedes Benz, ranks second on our list of the most popular luxury auto brands online and the most valuable luxury auto brand in 2021. Redefining new luxury with a lineup from battery-powered supercars, Mercedes Benz has kept its position near the top thanks to its constant attention to detail and the relentless pace of technology.
Mercedes Benz’s E.Q. battery-powered electric cars have received a lot of attention over the past three years, with particular focus in the past 12 months, with their upcoming launch. This is the first model based on the German automaker’s dedicated electric vehicle architecture, combining style and substance so that only Mercedes Benz can.
Everyone’s eyes have been on Audi’s innovative technology, from the brand’s latest Tesla-fighting electric sports car to photographers obtaining footage of the Audi Q9. Breaking into the electric vehicle market has been a priority for German luxury car manufacturers over the years.
Accompanying the buzz surrounding the Q9, Audi has reached closer to the top as it raises its status into the forefront of the E-vehicle industry. The brand even declared a partnership with Amazon to let its customers buy high-power electric charging stations at home from the online shopping giant.
This summer, the brand aspires to reveal its Audi e-Tron G.T., competing luxury car manufacturers with its 15.5% share of search interest.
Tesla’s obsessive following guarantees it attaches to conversations. As of 2021, it’s number one in online popularity in the U.S. market. Founded in July 2003, Tesla remains the highest prized carmaker globally and its rising stock prices, thanks to the brand’s “home run” of sales in the first quarter of 2021, promise a positive outlook overall. Through its global production expansion across China and Europe, Tesla manufactured 180,338 vehicles in the first quarter of 2021.
Things are going well for Porsche, with sales high more than 44% from 2020’s Q1. The brand credits much of this to its ever-growing model series, focusing profoundly on the first fully electric Porsche. The Taycan, the 4S, the Turbo, and Turbo S were only hitting the market in Q1 2020, with the Taycan Cross Turismo joining the force in later months.
Unlike other companies who’ve chosen to shut down their subscription services – BMW, Mercedes-Benz and Cadillac – Porsche plans to advance its expansion in the United States throughout this year and into 2022.
The British luxury car brand Rolls Royce is often regarded as the epitome of luxury.
Rolls-Royce Ghost is hailed as the top luxury car of 2020, and the brand has been attracting attention ever since. Rolls-Royce is considered to be one of the most groundbreaking luxury supercars in the past 12 months. Due to Ghost’s low-key and stylish features, it is likely to receive this attention.
In addition to receiving orders for 20 Rolls-Royce Ghosts on the first day of the Bangkok International Motor Show, the limited-edition Phantom Tempus Collection is another highlight in recent months.
Rolls-Royce sold 1,380 cars in the first quarter of 2021, the highest quarterly sales in the first quarter of 2021 in the 116-year history of the brand (a 62% increase over the same period in 2020).
From the addition of five more of its models to the IIHS Top Safety Pick Plus list to its doubled paid parental leave and a substantial rise in sales across the first quarter of the year, it’s safe to say that Volvo is ticking all the boxes when it comes to beginning conversations online. The latter two points are slightly related: as Volvo strives to strengthen its market share in the electric vehicle industry, it also hopes to boost retention rates and talent acquisition through a range of encouraging new policies.
Together, the goal is to become an all-electric vehicle manufacturer by 2030, according to Volvo’s CEO.
The brand’s shift towards the luxury vehicle market, blending Scandinavian minimalism with electric power, promotes a broader discussion about making environmentally friendly and safe luxe vehicles.
Lamborghini announced record profits in 2020, delivering 7,430 vehicles worldwide with a profit of $1.9 billion. Although the pandemic has forced a halt for two months, the luxury supercar brand has reported nine months of recorded orders for 2021 and a growing market share in China. Lamborghini’s midpoint in the online world may be due to the company’s lack of electric vehicles – something CEO Stephan Winkelmann has hinted could change in the coming months.
2022 will see the arrival of the Ferrari Purosangue – the brand’s first luxury SUV, in a rather unexpected move. For now, widespread media attention in 2021 has been focused on auto enthusiasts who eagerly await the vehicle’s first glimpses. Created to compete with the Lamborghini Urus and Aston Martin DBX, the Ferrari Purosangue comes when many other supercar brands are launching variants of a family car.
Land Rover is determined to stay one step ahead in technology. Thanks to its recent partnership with Virgin Galactic’s commercial spaceline and Panasonic’s nanoe X anti-virus air purification technology, the British carmaker remains one of the most popular luxury car brands online. Both are working to rekindle the Land Rover spark in a move that will impress entirely different consumer groups.
The latter is something that promises to increase Land Rover’s appeal throughout the year, even more, helping to position the brand as a safer option with an enhanced level of interior protection.