Michelin most searched tyre brand on Google in Europe

The Google-based research found that Michelin was the single strongest brand across Europe

Michelin is the most search tyre brand on Google in Europe, according to price comparison site Rezulteo. Rezulteo studied the popularity of tyre brands in Europe using Google search volume data for tyre manufacturers in each country from 1 August 2018 to 31 July 2019. The study took “brand name” + “tyre” queries in the official languages of each European country into account.

Michelin was the most searched tyre brand in 20 countries including France, Spain, Italy, Poland and Turkey. In Germany Continental was the most searched brand on Google. In the UK, Michelin and Continental are on an equal footing over a full year. The data supports Tyres & Accessories social media and online branding research that consistently found that Michelin is amongst the strongest brands online.

Other brands stand out in certain Eastern European countries such as Hankook in Ukraine, Lassa in Serbia and in Moldavia, Nokian in Finland, Latvia and in Bulgaria, Nexen in Croatia and Macedonia, and Kumho in Sweden. With good positioning in most countries, Goodyear is only the most searched tyre brand on Google in Belorussia. In Montenegro, Uniroyal stands out from other tyre manufacturers.

The analysis examined search volumes for 28 tyre brands with “brand” + “tyre” queries in the official languages across Europe on Google Ads, during the period from 1 August 2018 to 31 July 2019. While helpful and to some degree, Rezulteo concedes that “this analysis is by no means representative of the entire tyre market and only offers a sample of consumer behaviour”.

Further tyre-related social media rankings and online brand analysis can be found here.

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