The latest AutoBild ranking, 'Best Brands 2025/2026', reveals significant shifts in the global auto market. For the first time in a long while, the overall top spot is not held by a German brand. Genesis has taken the lead, edging out Porsche and BMW. However, BMW clinched the most titles overall, earning 25 awards across various categories and segments, underscoring its strong standing in quality and technology.

BMW performed particularly well in the mid-size and business-class segments, as well as among SUVs. A major change in market structure is also evident. While the premium segment used to be dominated almost entirely by German brands, Asian manufacturers are now actively challenging them.

Chinese companies like Xpeng, Nio, BYD, and Leapmotor have significantly strengthened their positions, especially in electric vehicles and value-for-money categories. The mass-market segments are also more diverse. For example, Hyundai and Toyota lead in affordable classes, Skoda holds strong in the compact segment, and Dacia wins on price.

The electric vehicle market deserves special attention. Xpeng is perceived as the technology leader here, surpassing Tesla and BYD. Meanwhile, BMW holds a steady position in hybrid and alternative powertrains, showcasing the versatility of its strategy.

The ranking clearly shows that the market is no longer a 'German club.' Chinese and Korean brands are not just catching up—they are competing on equal footing, especially in the electric era. If the trend continues, the battle for leadership will only intensify in the coming years.