When The Media Image began conducting organic search research for Cars.co.za—a major player in South Africa’s online motoring space—one unexpected question quickly emerged: Which global car brand is stronger—Honda or Toyota?
It’s a deceptively simple question. And while the project began as an SEO exploration, the team soon realised that search data offers a rare window into consumer sentiment. After all, organic search reveals what people are actively thinking about, seeking out, and potentially planning to buy.
Search as a Signal of Desire
Search engines have become a core part of decision-making, from casual curiosity to major life choices. So when people type “Toyota” or “Honda” into Google, they’re doing more than searching—they’re expressing interest, intent, even affinity.
Initially, the team assumed Toyota would dominate. But research requires evidence, not assumptions. The only way to settle the matter was to use the right SEO tools and analyse the data dispassionately.
First Steps: SEO Metrics Miss the Mark
The team started with standard SEO indicators:
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Domain Authority
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Trust Flow
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Domain Rating
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Backlink Profiles
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Toxic Links
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Traffic Estimates
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Keyword Rankings
But they soon recognised a critical flaw. These metrics reflect search engine performance, not consumer preference. Ranking higher in the SERPs doesn’t necessarily mean users want that brand more.
To answer the real question—which brand do people around the world prefer?—they shifted the focus to global search volume.
The Results: Global Search Volumes
Using data from leading platforms like Ahrefs, SEMrush, Moz, Majestic SEO, and Google Trends, the research team compiled the following headline findings:
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11.67 million total monthly searches for “Toyota” or “Honda” globally
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Toyota leads with 65.86% of those searches:
– 6,324,580 searches/month
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Honda follows with 5,349,100 searches/month (34.14%)
Contrary to expectations, the gap was narrower than anticipated—just under one million searches separating the two.
Geographic Insights
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The United States produced the highest number of searches:
– 2.72 million total, with 55% in Toyota’s favour
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Turkey ranked second for volume, again favouring Toyota
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Brazil, however, leaned heavily toward Honda, with a 69.1% share—a margin of more than 300,000 searches in Honda’s favour
What this shows is that brand popularity is highly regional. While Toyota enjoys a broader global lead, Honda dominates in select markets.
Why Organic Search Matters
Some may argue that search volume isn’t definitive proof of brand preference. But it is one of the clearest indicators of user intent. People don’t type “Honda CR-V reviews” or “Toyota dealership near me” unless they’re interested—and likely in the market.
Another key advantage of organic search as a measure of interest is longevity. Paid media might generate a spike in visibility, but if users aren’t organically seeking a brand, the moment fades. Organic demand, by contrast, reflects sustained consumer interest.
And because organic visitors often arrive with commercial intent, the quality of these leads tends to be higher than those driven by chance exposure.
What This Means for Marketers
The competition between Toyota and Honda is tight—but far from static. The monthly search gap in most countries amounts to tens of thousands, not millions. That means a strong digital marketing strategy could tip the balance in many regions.
With the right tools, any brand can assess how it performs locally or globally, and how it compares to competitors in any given market.
For marketers looking to make data-driven decisions, search behaviour provides actionable insight—and an opportunity to respond in real time to actual user demand.
Disclaimer:
All data referenced was sourced via Ahrefs, SEMrush, Majestic SEO, Link Research Tool, Moz, and Google Trends. While these platforms are industry-trusted, TMI cannot guarantee the absolute accuracy of the figures provided.
For access to the full dataset or a bespoke analysis tailored to your market, please contact The Media Image directly.
