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A study from US car parts firm Quickco has revealed that ToyotaToyotaJapan, 1937 > present was the most searched car brand on Google in the world in 2016. Although it has lost top position as world's biggest car maker to VolkswagenVolkswagenGermany, 1938 > present, ToyotaToyotaJapan, 1937 > present was still the most popular brand in Google searches in 74 countries around the globe.
From the total 193 countries included in the study 74 countries Googled ToyotaToyotaJapan, 1937 > present more than any other brand, with the US, China, Australia and a bunch of African countries doing so. With 23 countries less than the Japanese make, BMWBMWGermany, 1918 > present was in second place with a total of 51 countries. With a total of 17 countries HyundaiHyundaiRepublic of Korea, 1967 > present was third.
A conclusion we can take from the study is that homegrown brands don't necessarily win. In fact on BMWBMWGermany, 1918 > present (Germany), RenaultRenaultFrance, 1898 > present (France), VolvoVolvoSweden, 1927 > present (Sweden) and FiatFiatItaly, 1899 > present (Italy) won on their home country. In Japan ToyotaToyotaJapan, 1937 > present was beaten by BMWBMWGermany, 1918 > present, the same happening with HyundaiHyundaiRepublic of Korea, 1967 > present in South Korea. The German brand was the clear dominator in Europe.
Supercar brands were almost out of the contest if it weren't for BugattiBugattiFrance, 1909 > present. The VeyronBugatti VeyronGermany, 2000 > present creator topped the Google searches in Niger. It is definitely a surprise not to see FerrariFerrariItaly, 1947 > present or LamborghiniLamborghiniItaly, 1963 > present topping the searches in any country.
With “Dieselgate” on the headlines and the brand's popularity in the Chinese market it is surprising that VolkswagenVolkswagenGermany, 1938 > present hasn't shown up in top position in Google searches in more countries.
Well the UK is also surprisingly not very well represented on the map, with JaguarJaguarUnited Kingdom, 1922 > present only featuring as the most searched brand in Belize and MiniMINI (BMW)Germany, 2000 > present topping the charts in Laos, Nepal and Yemen.
Some difficulties to obtain data in North Korea, Iran, Cuba and other countries forced Quicko only to include 193 countries.
The company also explained that although ToyotaToyotaJapan, 1937 > present topped the Google searches in 74 countries it doesn't necessarily mean that it is the most Googled brand in terms of numbers of searches.