Mercedes-Benz Tops the Ranking of Switzerland's Most Popular Car Brands
Mercedes-Benz, Toyota, and BMW dominate the top of the YouGov Automotive Rankings Switzerland 2026. Toyota has seen the strongest growth in brand image—and leads among older generations.
The Most Popular Car Brands in Switzerland in 2026: Premium Brands Dominate, Toyota Stands Out
German and Japanese automakers dominate the top of the list of Switzerland’s most popular car brands. According to the YouGov Automotive Rankings Switzerland 2026, Mercedes-Benz secures first place with an index score of 26.6, followed by Toyota with 25.9 and BMW with 24.8 points. The rankings are based on the YouGov BrandIndex, which covers the survey period from April 1, 2025, to March 31, 2026.
The complete Top 10 list of the most popular car brands in Switzerland shows: Ranks four through ten are held by Audi (23.8), Volkswagen (23.0), Volvo (17.9), Porsche (15.5), Skoda (15.4), Honda (13.0), and Ford (12.5).
Generational Differences in Brand Preference
The analysis by age group reveals significant differences: Among Gen Z (born in 1997 or later), Mercedes-Benz leads with an index score of 32.6, ahead of BMW (32.5) and Audi (28.8). According to the study, Mercedes-Benz’s score among Gen Z is the highest individual score of any brand across all generations. Among Millennials (born 1981–1996), Audi leads (27.1), followed by Mercedes-Benz (27.0) and Toyota (26.4). Among Gen X (born 1965–1980), Toyota takes the lead (23.8) ahead of Mercedes-Benz (23.6) and BMW (22.6). Among Baby Boomers+ (born before 1965), Toyota is also the leader (26.8), ahead of Mercedes-Benz (25.3) and Volkswagen (23.4).
Toyota Is the Fastest-Rising Brand Among Switzerland's Most Popular Car Brands
Toyota’s image is showing particularly strong growth: With a 1.5-point increase in its score—from 24.4 to 25.9—the Japanese brand tops the “Improver” ranking. BMW and Renault follow in second and third place, each with an increase of 1.2 points (BMW from 23.6 to 24.8; Renault from 6.6 to 7.8). Mercedes-Benz improved by 0.9 points (from 25.7 to 26.6), and Dacia by 0.4 points (from 4.2 to 4.6).
«Mercedes-Benz maintains its leading position thanks to a strong combination of premium image, innovative strength, and high appeal across all age groups. Toyota’s significant improvement, however, shows that Swiss consumers are also placing greater emphasis on value for money,» says Dr. Justus Rathmann, Senior Research Consultant at YouGov Switzerland.
The results were based on data from the YouGov BrandIndex and showed which automakers were the most popular among Swiss consumers last year and which brands respondents felt had improved the most.
For more information on the YouGov Automotive Rankings, visit: https://yougov.ch
