Michelin is the most searched tyre brand on Google across 20 European countries including France, Spain, Italy, Poland and Turkey. In Germany Continental was the most searched tyre brand. In the UK, Michelin and Continental were found to be equal.
Hankook was the most popular search in Ukraine. But it was Lassa in Serbia. Nokian was most popular in Latvia and in Bulgaria. In Croatia and Macedonia it was Nexen. Kumho took first place in Sweden. However, despite good positioning in most countries, Goodyear was only the most Googled tyre brand in Belorussia. In Montenegro, Uniroyal stands out from other tyre manufacturers.
This article is based on research carried out by price comparison site Rezulteo. Rezulteo studied the popularity of tyre brands in Europe using Google search volume data. The research took place between 1 August 2018 to 31 July 2019. And the company surveyed search volumes for 28 tyre brands with “brand” + “tyre” queries in the official languages across Europe on Google Ads. While helpful and to some degree, Rezulteo concedes that “this analysis is by no means representative of the entire tyre market and only offers a sample of consumer behaviour”.
Elsewhere, research shows that an increasing number of consumers are doing their tyre-buying homework online. Click here to search our database of over 170,000 tyres.
Further tyre-related social media rankings and online brand analysis can be found here.