Tesla is slipping. BMW is surging. And Porsche is quietly doubling its footprint on the global stage. According to new SEMrush data analyzed by High Roller, consumer interest in luxury automakers is shifting—dramatically.
In a year defined by tariff wars and a volatile EV market, BMW now ranks as the most searched luxury car brand in 66 countries, up from 58 in 2023. Tesla, meanwhile, has lost ground in five markets, bringing its global #1 count down to 36. Porsche is the biggest climber, more than doubling its wins from 6 to 14 countries.
Global Rankings
Here’s how the top luxury brands stack up in terms of leading consumer search interest by country:
Brands like Rolls-Royce, Acura, Lincoln, Infiniti, Aston Martin, Bentley, Land Rover, Lucid, Polestar, Rivian, and Bugatti were also analyzed but did not lead in any country.
Tariffs Threaten Germany’s Luxury Grip on the U.S.
BMW and Porsche’s global rise comes at a politically precarious time. In March 2025, the Trump administration enacted a 25% import tariff on all foreign-made automobiles—a move aimed at reshoring American manufacturing but one that’s hit Germany’s luxury automakers hardest.
According to the Wall Street Journal, German luxury brands are among the “biggest losers” in the trade war. Factories are bracing for shutdowns, job losses are mounting, and Volkswagen has already suspended some U.S.-bound shipments.
Still, American appetite for German luxury hasn’t cooled yet. SEMrush search data shows:
- BMW: 1.2 million monthly U.S. searches
- Porsche: Up 150,000 searches YoY, now tied with Lexus at 823,000
But with some luxury models projected to increase in price by as much as $50,000, automakers are scrambling to decide whether to absorb costs, pass them to buyers—or shift more production to U.S. soil.
Tesla’s Global Momentum Falters
Despite still commanding 2.7 million monthly searches in the U.S., Tesla’s international appeal is weakening. The EV giant dropped from #1 in 41 countries to 36 in the span of a year, facing increased competition from German automakers investing heavily in electric models.
Several headwinds are hitting Tesla simultaneously:
- Wall Street worries: Analysts warn Tesla stock could drop 50% after a disappointing Q1 delivery report.
- Broken promises: Musk’s long-teased robotaxi remains vaporware, while competitors like Waymo continue to scale.
- Regulatory setbacks: In China, Tesla’s FSD (Full Self Driving) pilot was suspended following government fines.
With so much of its valuation tied to global dominance in both EVs and autonomy, these setbacks could mark the beginning of a more grounded Tesla era.
Looking Ahead to 2025
Will Trump’s tariffs chill American enthusiasm for German engineering—or only make brands like BMW and Porsche even more desirable?
High Roller’s view: Luxury scarcity creates desire, and if German brands become harder (and more expensive) to get, demand might grow, not shrink. But the economic damage to their homegrown industries could be deep.
Methodology
High Roller analyzed global branded search volume data from SEMrush for the full year of 2023 and Q1 of 2024. The brand with the highest monthly search volume in each country was named that country’s top luxury carmaker.
