Among established manufacturers, premium brands, and new mobility players, TikTok is emerging as a key strategic lever for the UK automotive industry. This ranking unpacks the 100 brands generating the most impact through influence, by analyzing their visibility, engagement, and Earned Media Value (EMV).
TikTok has become a major platform for automotive and motorsport brands in the UK. From car culture and sports communities to creator content, the platform now plays a key role in shaping brand perception and driving engagement.
This year's ranking reveals a significant concentration of attention around Formula 1, which largely dominates thanks to its ultra-active communities and a constant stream of content. Porsche stands out in the automotive sector with one of the best engagement rates in the ranking, while Volkswagen and Mercedes-Benz demonstrate that mainstream brands can also perform well with content tailored to TikTok's unique style.
Specialized communities are also making their mark: BMW Motorrad dominates the motorcycle category with minimal content, and MoneyGram Haas F1 Team stands out for its exceptionally high engagement. Even players in the electric ecosystem are emerging, with IONITY quickly establishing itself in the tires & equipment category. Overall, TikTok UK confirms a strong trend: entertainment, cultural relevance, and community engagement now take precedence over mere publication volume.
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