The online popularity of the best luxury car brands in the world is a reliable predictor of future sales and the trends that are shaping the global automobile industry. Every luxury car brand on our list commands significant customer attention and drives meaningful conversations on social media. They are at the forefront of what matters to affluent consumers.
Powered by consumers’ demand for sustainable driving experiences and stricter emission regulations, electric cars are the most important trend affecting the global automobile industry this year. Luxury electric vehicles (EVs) are getting more and more exciting to drive with the Porsche Taycan and Tesla Model S Plaid coming out this year. Electric cars are also enjoying longer range and growing charging station networks around the world.
Digitalisation is the second most important trend reshaping the car industry in 2021. Connected cars, autonomous vehicles, and the ever-growing size of digital screens inside the cars are three important areas of investments for manufacturers. Luxury car brands are at the forefront of the digital transformation of our driving experience. The upcoming Mercedes-Benz EQS is a prime example of digital innovation brought front and centre in the cockpit to enhance the driver’s experience.
The global luxury car industry is a growing market, projected to reach $665 billion by 2027. While German car manufacturers dominate the top of our list with BMW, Mercedes-Benz, and Audi, the United States are fast catching up with Tesla. Japan only has one brand in the top 10 with Lexus, the premium offshoot of Toyota. The rest of our ranking is filled by other European brands from Sweden (Volvo), Italy (Lamborghini, Ferrari, and Maserati), the United Kingdom (Land Rover and Jaguar), and France (Bugatti).
1. BMW
BMW (Bayerische Motoren Werke) is the most popular luxury automobile brand online, taking a 22.8% share of the search interest in 2021 with a range of news-worthy moves that have consistently kept it in conversation. The brand’s shift to luxury electric vehicles has certainly helped to drive attention, especially with the announcement of BMW’s New Class electric-focused platform, which arrives in 2025. m
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 as well as the upcoming fully-electric iX model.
The brand’s electric motors are rumoured to rival Tesla. And, as always, the brand’s ever-evolving tech contributes towards its consistent market share. By 2023, BMW expects to almost double its number of all-electric and plug-in hybrid models to 25.
2. Mercedes-Benz
The luxury automotive division of The Daimler Group, Mercedes-Benz takes the second spot on our list of the most popular luxury car brands online and is the most valuable luxury automotive brand in 2021.
Redefining new-age luxury with a range of battery-powered supercars, Mercedes-Benz has kept its position close to the top thanks to its consistent attention to detail and never-faltering breakneck technology speeds.
Mercedes-Benz’s EQ battery-electric car lineup has been subject of attention for the last three years, with a particular focus over the last 12 months thanks to the lineup’s approaching release. It’s set to be the first model based on the German automaker’s dedicated Electric Vehicle Architecture, fusing style and substance in the way that only Mercedes-Benz knows how. The brand’s push to add more EV production facilities across the US leads us to anticipate big things in the coming future.
3. Audi
All eyes have been on Audi’s innovative technology, from the brand’s new Tesla-fighting electric sports car to photographers capturing footage of the long-awaited Audi Q9. Breaking into the electric vehicle market has been a priority for the German luxury car manufacturer in the last few years and, alongside the rumours surrounding the Q9, Audi has edged closer to the top as it elevates its status into the forefront of the E-vehicle industry. The brand even announced a partnership with Amazon to let its customers purchase high-power electric charging station at home from the ecommerce giant.
More recently, Audi’s also capitalised on sales of its e-tron SUV and e-tron Sportbacks. Lack of recent competition from neighbouring Tesla (while the brand relaunches its models) has offered space in the industry for Audi to rush to the forefront. The brand hopes to unveil its Audi e-tron GT this summer, rivalling luxury car manufacturers with its 15.5% share of search interest.
4. Tesla
Tesla’s cult-like following ensures it sticks around in conversations year after year and, as of 2021, it’s number one in online popularity in the U.S. market. Founded in July 2003, Tesla remains the highest valued carmaker in the world 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. Tesla produced 180,338 vehicles in the first quarter of 2021 alone through its global production expansion across China and Europe.
CEO Elon Musk has also, as always, done his bit to keep Tesla not only popular with industry experts but also with the wider public, thanks to a number of viral social media posts. Mostly recently he garnered attention for announcing 10,000 new jobs in Texas, no college degree or completed high school education necessary.
5. Porsche
Things are on the rise for all things Porsche, with sales up more than 44% from 2020’s Q1. The brand attributes much of this to its ever-growing model range, focusing especially heavily on the first fully electric Porsche. The Taycan, the 4S, the Turbo, and Turbo S were only just hitting the market in Q1 2020 with the Taycan Cross Turismo joining the force in later months.
Better yet, Porsche recently announced the addition of the Taycan to its subscription service. Unlike other manufacturers who’ve chosen to close down their subscription services – BMW, Mercedes-Benz and Cadillac – Porsche plans to continue its expansion in the United States throughout this year and into 2022.
6. Lexus
“Tech-laden” is the best way to sum up Lexus’ year in the automobile industry. While the brand hasn’t quite reached the top when it comes to market share and attention, that’s something it’s fighting to change before 2025. The unveiling of the LF-Z Electrified suggests big things are coming, along with Lexus’ plan to introduce 20 new or redesigned vehicles globally in the next four years.
Toyota’s luxury division also hopes to win over the market with a new range of supercar-esque features, like prominent character lines, slim LED lights and performance to match. Lexus has seen a strong start to 2021, with growing market share in the UAE region and the global attention to match.
7. Volvo
From the addition of five more of its models to the IIHS Top Safety Pick Plus list, to its increased paid parental leave and a strong 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 starting conversations online. The latter two points are somewhat connected: as Volvo aims to increase 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, combining Scandinavian minimalism with electric power, encourages a wider conversation about making luxe vehicles environmentally friendly and safe.
8. Lamborghini
Lamborghini boasted record profits in 2020, delivering 7,430 cars globally with profits of $1.9 billion. Despite a mandatory pandemic shut down for two months, the luxury supercar brand has already reported nine months of orders booked for 2021 and a growing market share in China. Lamborghini’s sliding midpoint in the online world could be attributed to its lack of electric vehicles – something CEO Stephan Winkelmann has hinted could change in the coming months.
However, a heavy tech focus has kept the Lamborghini name active on social media, with particular attention on the integration of Amazon’s Alexa into Lamborghini’s Huracán EVO. The partnership, initially announced in January 2020, has encouraged many a conversation about the automotive industry’s switch from physical controls to voice-activated and touch-screen-based solutions.
9. Ferrari
2022 will see the arrival of the Ferrari Purosangue – the brand’s first-ever luxury SUV, in a move that came fairly unexpectedly. For the time being, 2021’s widespread media attention has focused around car enthusiasts’ eager anticipation of the first sightings of the car. Created with the intention of rivalling the Lamborghini Urus and Aston Martin DBX, the Ferrari Purosangue comes around the same time as many other supercar brands release their own variations of a family-friendly car.
While other brands might not have received so much attention for releasing an SUV, Ferrari’s came particularly unexpectedly after Design Chief Flavio Manzoni said that patriarch “Enzo Ferrari would turn in his grave” if Ferrari ever did the same thing.
10. Land Rover
Land Rover is determined to stay one step ahead when it comes to new technology. The British car manufacturer remains one of the most popular luxury car brands online thanks to recent partnerships with commercial spaceline Virgin Galactic and Panasonic’s nanoe X virus-busting air conditioning purification technology. Both work to reignite the spark of Land Rover in a move that impresses entirely different groups of consumers.
The latter is something that promises to heighten Land Rover’s appeal throughout the year even more, helping to position the brand as an even safer option with this increased level of internal protection. Elsewhere, the release of Land Rover’s flagship luxury SUV with matching supercharged features promises more talking points throughout 2021.
