Top car brands UK consumers want to drive and expect to last

Understanding how consumers perceive car brands helps manufacturers shape their marketing and product strategies. YouGov’s Automotive CategoryView tracks these attitudes, offering insights into which brands UK consumers desire to drive, associate with high performance, and trust for longevity.

The UK car market is highly competitive, with luxury, performance, and mainstream brands all vying for consumer attention. While some brands stand out for their prestige, others are valued for their engineering, durability, or everyday reliability. Here’s how UK consumers rank car brands across key attributes.

The most desired car brands in the UK

Owning or driving a particular car brand can be aspirational. In the UK, Mercedes-Benz is the most desired brand, with 21% of consumers expressing interest in driving one. Its reputation for luxury, comfort, and advanced technology makes it an attractive choice. Audi follows closely at 20%, while BMW ranks third at 19%. Volkswagen, known for balancing practicality with refinement, appeals to 17% of consumers. Porsche and Toyota each attract 15%, while Ford and Jaguar both come in at 14%. Volvo and Land Rover round out the top ten, each garnering interest from 13% of UK adults.

Age plays a significant role in brand desirability. Among 18-24-year-olds, high-end brands hold the most appeal, with 34% expressing interest in Mercedes-Benz, 31% in BMW, and 25% in Audi. Porsche and Tesla also resonate with this younger demographic, at 22% and 21%, respectively, reflecting an attraction to status and innovation. In the 25-39 age group, preferences remain similar, with Mercedes-Benz (25%), Audi (24%), and BMW (21%) leading. Volkswagen at 18%, Toyota at 17%, and Ford at 15% suggest that reliability is also a key consideration.

For those aged 40-54, luxury and German engineering continue to be strong draws, with Mercedes-Benz, Audi, BMW, and Volkswagen all ranking above 20%. Among consumers aged 55 and older, brand desirability shifts slightly toward practicality. Mercedes-Benz and Volkswagen lead at 16%, while Toyota, Volvo, and Jaguar also see increased interest, suggesting a greater emphasis on comfort, safety, and reliability.

The car brands seen as high performing

Performance in the automotive world is about more than just speed. Engine quality, handling, efficiency, and overall driving experience all contribute to perceptions of a high-performing vehicle. In the UK, Mercedes-Benz leads with 32%, closely followed by BMW at 31%. Porsche, with its reputation for high-performance sports cars, ranks third at 29%, while Audi at 26% and Jaguar at 24% reinforce their standing as performance-driven brands.

Luxury and premium engineering continue to dominate consumer perceptions, with Bentley earning recognition from 22% of respondents and Lexus from 17%. Volkswagen and Tesla, each at 15% and 14% respectively, also make the list, while Alfa Romeo, a brand known for its sporty character, rounds out the top ten at 14%.

The car brands expected to last the longest

Durability and reliability remain top priorities for many consumers looking for long-term value in a vehicle. In the UK, Volkswagen and Mercedes-Benz lead perceptions of longevity, with 23% of consumers believing these brands are built to last. Volvo and Toyota, both at 22%, reinforce their reputations for dependability, a key selling point for both brands. BMW follows at 19%, while Land Rover, Ford, and Audi each earn recognition from 18% of consumers. Honda, known for its engineering reliability, comes in at 16%, while Bentley rounds out the list at 15%.

Methodology: YouGov Automotive CategoryView collects data on brands & consumers across the US every month. The data is based on the interviews of more than 26,000 British adults aged 18+ between March 1st and December 31st, 2024.

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