Announcing the Finalists: Who's Leading the Digital Race in 2024?
Who’s making the biggest impact in 2024? Let’s take a closer look at the top automotive brands that are winning the digital game and what makes them stand out.
Lóránt Erős
Digital Strategist
This article is part of our Automotive DDD series, where we explore the power of Digital Due Diligence in the automotive industry. Read on to uncover the fascinating link between the digital strategies of today’s top 20 most valued car brands and their overall brand value.
Let’s face it: the automotive industry isn’t just about horsepower and sleek designs anymore. In 2024, it’s about who’s winning the digital race. As cars get smarter, so do the ways we discover, research, and connect with them. And guess what? The brands that are nailing their digital game are leaving the competition in the dust.
But why does digital performance matter so much? And which brands are revving up their engines to dominate the online world? Let’s dive in and find out.
Why Digital Rankings Are the New Pit Stop for Automotive Brands
Think about it: when was the last time you bought a car without Googling it first? Or scrolling through Instagram to see how it looks in action? Exactly. Digital performance isn’t just a nice-to-have anymore—it’s the backbone of how brands connect with consumers.
From website traffic to social media buzz, search engine rankings to online reputation, every click, like, and share tells a story. And for automotive brands, that story can mean the difference between leading the pack or getting lapped.
But here’s the kicker: it’s not just about being visible. It’s about being relevant. As the industry shifts toward electric and hybrid vehicles, brands need to use their digital platforms to shout about their innovations, values, and vision. Because let’s be honest, if you’re not online, you’re basically invisible.
Who’s Crushing It in 2024? The Top Performers Revealed
So, which brands are leaving tire marks all over the digital highway this year? Let’s break it down.
Social Media Kings: Who’s Engaging the Masses?
When it comes to social media, luxury brands are stealing the show. Mercedes and BMW are still the kings of the follower count, but Ferrari isn’t far behind, especially when it comes to video content. (Because who doesn’t love a sleek Ferrari roaring through a winding road?)
Top 10 Automotive Brands by Total Social Media Followers
But here’s the twist: TikTok is becoming the new playground for car enthusiasts. Porsche and Ferrari are killing it on the platform, engaging with their most responsive audience yet.
Year-over-Year Comparison of Total Social Media Followers by Platform
Ferrari, in particular, has gained a massive 8.4 million new followers on social media platforms, while BYD has skyrocketed with an incredible 93.83% follower growth in just one year. Not bad for a brand that’s still climbing the ranks.
Website Performance: Who’s Speeding Ahead?
Desktop and Mobile Performance Scores of Automotive Brands (2024)
When it comes to user experience, BYD is setting the gold standard. According to Google’s speed and performance metrics, its website offers the smoothest ride.
Mercedes-Benz isn’t far behind, scoring the highest on desktop (93), while BYD dominates mobile with an impressive 89. If your website isn’t lightning-fast and mobile-friendly, customers will bounce—literally.
Organic Search Powerhouses: Who’s Winning the Traffic War?
If you’re not ranking, you’re invisible. And in 2024, Hyundai, Porsche, and Tesla are proving that SEO is a game-changer. These brands have seen the biggest jumps in organic search traffic, pulling in millions of new visitors:
Hyundai: +3.7M visitors
Porsche: +3.6M visitors
Tesla: +2.9M visitors
BYD: +2M visitors
Year-over-Year Change in Monthly Organic Search Traffic for Automotive Brand Websites (2024 vs. 2023)
Meanwhile, Ford is playing a risky game. While it gained the highest number of organic keywords (+1.4M), it also lost a staggering 5.3M organic visits. This could be a sign of a shifting keyword strategy—either a bold move or a costly mistake.
Digital Brand Strength: Who’s Owning the Market?
Tesla and BYD are the biggest success stories of the last decade, proving that innovation and digital prowess go hand in hand. BYD, in particular, is on fire, boasting a 26.87% compound annual growth rate (CAGR) in brand popularity—outpacing even Tesla’s impressive 15.87%.
Average Digital Interest Level and Search Volumes for Automotive Brands in 2023
Yet, when it comes to pure search volume, Toyota, Tesla, and BMW still hold the crown. And according to Google Trends, Hyundai and Kia are also rising stars, proving that digital brand strength isn’t just about past success—it’s about ongoing relevance.
What’s Changed Since Last Year?
BMW, Mercedes-Benz, Ferrari, and Porsche remain dominant in social media and website performance.
Kia has made a surprising leap into the top 3 for organic search penetration.
Porsche and Mercedes-Benz are climbing the ranks in website speed and overall digital experience.
Tesla and Mercedes-Benz are strengthening their brand authority, securing top positions in digital brand strength.
BMW has slipped from the #1 spot to fourth place, showing that even top brands need to keep evolving to maintain their lead.
Final Thoughts: The Road Ahead for Automotive Brands
The 2024 rankings make one thing crystal clear: the digital race is more competitive than ever. And the brands that are winning are the ones that understand the power of digital performance.
So, whether you’re a legacy brand like BMW or a rising star like BYD, the message is clear: if you’re not investing in your digital strategy, you’re letting the competition pass you by.
But here’s the good news: there’s still time to shift gears and take the lead. The digital highway is wide open—so what are you waiting for?
Curious about how the top players are staying ahead? Dive deeper into the insights our Digital Due Diligence (DDD) methodology can uncover for your brand. Check out our complete white paper from 2024 on the top 20 automotive brands to learn more about the strategies driving their success!
This analysis is grounded in data collected in March 2024, with the top 20 automotive brands selected based on insights from Brand Finance's Automotive Industry Report (2024). In our previous DDD analysis, the ranking was drawn from the 2022 report. A key shift in the 2024 report is the replacement of two brands in the top 20: Land Rover and Haval have exited, while GMC and KIA have entered the list.
This blog series showcases the core pillars of our DDD methodology. Our complete analysis, customised for your organisation, includes an in-depth examination of business-specific data and offers a detailed perspective of your industry landscape.
We’re curious in which car do you see yourself taking this roadtrip. If you need a helping hand figuring out the road to grow, check out our Consultancy services and don’t hesitate contacting us.
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