London has been crowned the world’s most luxury car-obsessed, and Porsche the favourite high-end automotive brand across the globe, according to a new study that we have carried out here at Stratstone.
To uncover these trends, we analysed more than 3.6 million monthly Google search volumes for 14 prestige brands covering 50 of the richest cities worldwide. We already know that luxury cars are admired around the world for their exceptional design, quality engineering, and thrilling performance, with many drivers seeing them as both a symbol of prestige and ultimate driving enjoyment, too.
However, our research also reveals that national pride usually plays a part in detailing which manufacturers are the most popular in their home countries. There are a few surprise results within our study which buck this trend though, such as some of the findings related to Porsche and hypercar brand Gordon Murray Automotive (GMA).
- The World's Most Luxury Car-Crazy Cities, Ranked by Search Volume
- The World's Favourite Supercar Brands, According to Google
- Which Cities Are Most Loyal to Their Homegrown Brands?
- Methodology
The World's most luxury car-crazy cities, ranked by search volume
London (270,220), Paris & Île-de-France (259,200), and Milan & Lombardy (233,380) have been found to be the top three cities most obsessed with luxury cars based on monthly searches for these types of automotive brands.
It should be of little surprise to see these three European locations high on the rankings though, as they all are known for their automotive heritage and affluence. Furthermore, Europe dominates this particular list in our research, accounting for 40 percent of the top 10 list and reflecting a long-standing appreciation for high-end automotives.
With New York City (217,200), Los Angeles (129,300), and Toronto (108,500) all making the top ten too, North America has its fair share of luxury car enthusiasts as well. These three major cities especially have large, affluent populations, making them key markets for high-end automotive brands.
Sydney (155,440) and Melbourne (131,210) both also rank highly in our list, showcasing that another hotbed for luxury car fans can be found in Australia. Meanwhile, Mumbai (129,940) is not only India’s most luxury car-obsessed city – but all of Asia.
The full top ten of the world’s most luxury car-obsessed cities according to our research has been compiled below:
The World's favourite supercar brands, according to Google
Porsche has taken a dominant lead as our analysis switches to the global appetite for luxury car brands. With close to 689,000 monthly searches on Google across the 50 wealthiest cities, the German manufacturer is more than 200,000 searches ahead of second placed Lamborghini.
Further cementing its lead, Porsche also tops the list of most searched-for luxury brands in Asia, Europe, North America, and Oceania. Porsche is globally popular for various reasons, including the brand’s motorsport heritage, sleek designs of its cars, and versatility by providing motorists with both petrol and electric models.
Helping Lamborghini to take second spot in our world’s most searched-for luxury car brands list – as well as being in the top three when focusing on each of the four continents analysed – is the bold and high-performance design of the Italian manufacturer’s cars. Fellow Italian brand Ferrari rounds out the global top three, with the manufacturer’s popularity due in part to its iconic Italian pedigree and continued prominent presence in Formula 1.
Many other iconic and established motoring names feature towards the top of the most searched luxury car brands, including Aston Martin and McLaren.
But there seems to be a growing curiosity around niche hypercar marques and innovation too. This is evident by GMA ranking fourth place worldwide and even being in the top three of the most searched-for luxury car brands across Asia, North America, and Oceania.
A relative newcomer to the high-end automotive market, GMA ranks first in overall searches in cities like New York, Sydney, and Melbourne as well.
The full lists of the most searched luxury car brands worldwide and in each of the four continents analysed has been compiled below:
Which cities are most loyal to their homegrown brand?
National pride plays a clear role in luxury car interest. Ferrari dominates in Milan while Lamborghini leads in Rome, with both Italian cities showing strong affinity for homegrown icons.
In the UK, London tops search volume for McLaren, Bentley and Rolls-Royce, reinforcing Britain’s status as a prestige car powerhouse. The same applies in France and Sweden, where Paris is the top Bugatti city and Stockholm leads for Koenigsegg.
However, not all top brands see this kind of local dominance. Despite Porsche ranking as the most searched luxury car brand globally, no German city appears in the top five Porsche hotspots. This suggests that it is actually international audiences that are driving the brand’s popularity more than its domestic market.
A Stratstone spokesperson commented:
“Luxury cars have long been a symbol of status, style and performance, but interest in these vehicles varies significantly across the world.
“This data shows where supercars dominate public imagination, and gives a fascinating insight into global automotive culture, from heritage brands like Ferrari and Porsche to rising stars like GMA and Rimac.”
Looking to get behind the wheel of your very own supercar? We are proud to have established an extensive dealer network which represents some of the most prestigious car brands across the globe.
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Methodology
To uncover which global cities are most interested in luxury car brands, Stratstone analysed Google search volume data for 14 high-end automotive marques across the world’s 50 wealthiest cities.
The cities were selected based on the Henley & Partners World’s Wealthiest Cities Report 2024, which ranks cities by resident millionaire population, where the latest edition was used (at the time of writing).
Where regional groupings were used in the Henley Index, these were aligned to specific cities for consistency in data sourcing as follows:
- To represent the Bay Area, which includes San Francisco and Silicon Valley, we used search data for San Francisco.
- Miami included search volume for Miami City and Miami Beach.
- Nice to Èze included Nice, Èze, and Villefranche-sur-Mer (search volumes for Beaulieu-sur-Mer and Saint-JeanCap-Ferrat were not available on Google’s Keyword Planner).
- Moscow was excluded as search volume data could not be obtained.
A full breakdown of these is available upon request.
Search volume data was gathered using the Google Keyword Planner tool. Each brand was searched alongside the name of the city as listed in Google’s local targeting system (e.g. "New York, New York, United States city" rather than just "New York, United States").
The timeframe analysed was July 2024 to June 2025, representing 12 months of rolling search data. Monthly search volume (MSV) was collected for the following luxury and hypercar brands:
- Aston Martin
- Bentley
- Bugatti
- Ferrari
- Gordon Murray Automotive (GMA)
- Koenigsegg
- Lamborghini
- Maserati
- McLaren
- Pagani
- Pininfarina
- Porsche
- Rimac
- Rolls-Royce
This generated a total of over 3.6 million global brand searches across the dataset.
To identify key insights, we created the following outputs:
- Total search volume by city - to find the most carobsessed cities worldwide.
- Total search volume by brand - to rank the most popular luxury car brands globally.
- Top brand per city - identifying which brand leads in each location.
- Top cities per brand - showing which locations search for each brand the most.
All search volumes are based on approximate average monthly data, as calculated by Google Keyword Planner, and may not account for seasonal spikes or campaign-based activity.
