Europe’s Most Financed Luxury Car Brand

Latest research from Specialist Car Finance Experts, Forza Finance, has revealed that BMW is the most popular luxury car brand to finance in 16 of Europe’s 44 countries including the UK & Ireland based on finance rather than sales or units.

With research based entirely on Google Search records this can not be deemed as highly significant, however it’s good clean fun.

This help to show that BMW is more of a bank than a car company. 

It’s a 3-way tie for 2nd place as Porsche, Tesla & Mercedes-Benz are the most popular luxury car brands in 3 countries each. Audi is 5th place with 2 countries.

Both in the UK and Ireland, Audi and BMW are joint first place (18.1k average monthly Google searches each) and in Russia, the top spot is a tie between BMW and Mercedes-Benz.

Porsche dominates the luxury car finance industry in the neighbouring eastern European countries of Hungary, Ukraine and Romania.

Notably, Tesla is the luxury car brand dominating Scandinavia (Denmark & Finland) as well as the small country of Luxembourg.

Mercedes-Benz is most popular in Russia, Czechia and Slovakia.

10 of the 15 luxury car brands included in the research failed to come out on top in any of the European countries huge names such as Jaguar, Land Rover & Ferrari.

All electric car brand Tesla had the most 2nd place finishes (in 6 countries) – a sign of things to come?

Swedish brand Volvo, fell short against BMW in Sweden – so much for national pride!

The UK also chose two German luxury car brands (Audi & BMW) over numerous British options, as did Italy, ignoring Ferrari & Maserati!




Produced by Forza Finance, a specialist finance company providing loans and credit facilities for UK residents and businesses

Data from Google’s Keyword Planner Tool for February 2020 – February 2021

We analysed the 15 car brands by adding the word ‘finance’ after each brand name and running each of the 15 keywords through Google’s Keyword Planner Tool for each of the 44 European countries.

The ‘most popular’ brand for each country is the one which has the most Google searches for the relevant keyword over the last 12 months