Tesla interest tumbles globally

Search interest for Tesla fell by half in 2025, pushing the brand down the global rankings, according to new data.

Meanwhile, Compare the Market’s eighth annual Most Searched Car Brands report noted that Toyota stayed out front worldwide and is the most searched car brand in Canada.

Tesla had jumped to second place in 2023 and held that position in 2024, but dropped from being the most searched brand in 34 countries to 17 in 2025. Toyota also led in fewer countries this year, yet remained number one in 57 countries. BMW rose steadily, reclaiming its long-running second place by leading in 46 countries, up from 30 in 2024 and 26 in 2023.

Looking beyond the winners in each country, the podium picture widened the gap. Counting first, second and third mentions across countries, Tesla recorded 54 total mentions, compared with 81 for BMW and 87 for Toyota. The firm said the shifts reflected a tougher year for Tesla search interest as other brands moved up.

While Toyota led in Canada, Tesla did lead in the U.S. Chinese electric vehicle maker BYD was tops in Mexico.

Compare the Market noted that BYD emerged as a rising force in search, jumping from being most searched in one country in 2024 to seven in 2025. The report cites the brand’s global sales momentum and growing name recognition as factors behind the increase. Proton, GM and Renault also reached the top rankings this year, while Audi, Mazda and Ford did not make the cut.

“We’re seeing growing interest in EV-only brands, with many of these originating from the Chinese market. These EVs have become a more affordable option as governments and markets globally push for electric-powered passenger transport to reduce emissions,” said Adrian Taylor, executive general manager of general insurance at Compare the Market.

“Considering BYD is outselling their rival Tesla, it’s likely next year’s report will see BYD climb even higher in the rankings. After stellar performance in previous years when it comes to search, Tesla risks dropping out of the podium altogether.”