• by Tanya Gazdik , January 16, 2025

Despite growing conversations about so-called "clean," "green" or eco-friendly vehicle brands, large manufacturers like Buick and Lexus remain the strongest brands, according to Kantar. 

In an analysis of branded search interest and consumer sentiment, Tesla (+23%), Buick (+18%) and Lexus (+16%) were the top growing brands in 2024. 

Comparatively, Kia (-9%), Polestar (-8%), Genesis (-8%) and Land Rover (-8%) had the highest declines in 2024. 

“Our search data shows consumer interest for top models declined in Q4 after experiencing growth in Q3,” Olivia Trozze, director of digital analytics at Kantar, tells Marketing Daily. “Marketers could tailor ad content in Q4 to look ahead to next year’s models, specific features and innovations, or focus on larger brand messaging so that they are top of mind when consumer demand bounces in Q1 and Q2. They can also use these insights to optimize budgets for which models they promote across digital channels.”

SUVs remain the most-searched car types among consumers, accounting for 48% of all searches. Sedans and pickup trucks account for 41% and 11%, respectively. 

Interest in hybrid vehicles has been steadily growing despite the fervor around electric vehicles, according to Kantar.

Searches for hybrid vehicles now account for 15% of all searches, up from 11% in 2020. 

The Toyota Land Cruiser, Toyota Crown and Toyota Sienna were the most-searched hybrid models in 2024. 

California (27%), Washington D.C. (23%), and Nevada (22%) had the highest share of searches for EVs. Wyoming (8%), South Dakota (7%), and Alabama (7%) had the lowest share of search for EVs, per the research. 

Tesla Cybertruck, Tesla Model Y and Tesla Model 3 were the most-searched EV models in 2024. The only non-Tesla car in the top 7 was the Chevy Trax, which is ranked fourth.