The latest data from Comparis has revealed which set of wheels are most beloved by drivers in Switzerland. Last year, German car manufacturers dominated the wish lists of petrolheads across the alpine nation, with the top six brands accounting for more than 67 percent of all searches.

Quarter of a million cars registered in Switzerland in 2023

To find the winner, Comparis used its 200.000-car-strong listing service to calculate the most-searched-for vehicle types and brands in Switzerland last year. 14 million vehicle searches were analysed by the comparison website, which were taken between January and December 2023.

Last year, 256.000 new vehicles were registered in Switzerland, up 12 percent compared to 2022 but still much lower than in 2019 when 300.000 new cars hit the roads. 

In terms of sheer numbers, Volkswagen was the most commonly bought brand of car last year, with 28.350 new VWs taking to Swiss roads and motorways. Volkswagen was followed by German rivals BMW and Mercedes-Benz with 21.300 and 19.950 new registrations respectively. Comparis noted that the most commonly sold model of car in Switzerland last year was Tesla’s Model Y at 6.200 sales.

Mercedes-Benz the most popular car brand

However, when it came to search volume, it’s clear the Swiss had eyes for the brand from Stuttgart, with 13,9 percent of all searches relating to Mercedes-Benz. This cements the brand’s fifth year at the top of the ranking, having overtaken Volkswagen back in 2019.

In 2023, BMW was the second most searched-for brand in Switzerland, accounting for 12,4 percent of all queries. After falling to second in 2019 and third in 2021, Volkswagen continues to hold on to the third rung of the podium with 10,6 percent. 

Porsche and Audi rounded out the top five in 2023. Like last year, the top five were all German manufacturers, accounting for more than half of all search queries.

Tesla a "rising star" in Switzerland, says Comparis

In terms of the biggest losers, Comparis noted that despite its popularity in French-speaking Switzerland, Renault lost 10th place to Land Rover in 2023. By contrast, though the company placed sixteenth overall, Tesla rose eight places in the ranking this year, with Comparis writing that it thought Elon Musk’s brand is the “rising star” in Switzerland.

Some Swiss cantons were also more unique in their motor preferences. In Geneva, Mini and Honda were the two most sought-after brands, while French car manufacturers like Peugeot and Renault tended to find themselves in the top 10 among other places in French-speaking Switzerland. Ticino was the only canton where Fiat found itself in the top 10.

10 most popular car brands in Switzerland

In all, here are the top 10 most popular car brands in Switzerland:

1. Mercedes Benz
2. BMW
3. Volkswagen
4. Audi
5. Porsche
6. Toyota
7. Ford
8. Škoda 
9. Volvo
10. Land Rover

For more information, check out the official Comparis study (in French).

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