Most-Visited Automaker Websites in the U.S. Revealed: Ford and Toyota Lead the Rankings

Automaker websites remain one of the primary starting points for shoppers looking to buy a new vehicle. Buyers browse model lineups, compare trims, check pricing, and locate nearby dealerships. However, traffic to different manufacturers' websites varies by several million visitors.

Emarketer analyzed Comscore data and ranked automotive groups by the number of unique visitors to their U.S. websites in April 2026. Toyota and Ford claimed the top two spots, finishing well ahead of the other companies included in the study.

Toyota Group's websites attracted 9.2 million visitors during the month. Ford Motor Company followed closely with 9 million unique visitors.

Hyundai Kia Automotive Group ranked third with 6.2 million visitors. The Korean brands outperformed General Motors by nearly 1 million visitors, with GM's websites drawing 5.3 million users.

Fiat Chrysler Automobiles, now part of Stellantis, finished fifth with 4.8 million visitors. Nissan and Honda followed, with their websites attracting 4.3 million and 4.1 million users, respectively.

Tesla ranked only eighth. Its website drew 2.5 million unique visitors. Volkswagen Group and BMW rounded out the top 10 with 2.1 million visitors each.

Most-Visited Automaker Websites in the U.S.

1. Toyota Group — 9.2 million visitors
2. Ford Motor Company — 9.0 million
3. Hyundai Kia Automotive Group — 6.2 million
4. General Motors — 5.3 million
5. Fiat Chrysler Automobiles / Stellantis — 4.8 million
6. Nissan — 4.3 million
7. Honda — 4.1 million
8. Tesla — 2.5 million
9. Volkswagen Group — 2.1 million
10. BMW — 2.1 million

The Hyundai and Kia result is particularly notable, as the two Korean brands attracted more visitors than General Motors and its numerous divisions. This coincides with strong Hyundai and Kia vehicle sales in the U.S. market.

At the same time, high website traffic does not necessarily translate into a comparable number of vehicle sales. Users may browse offerings from several manufacturers at once, compare models, or simply explore new vehicle launches.

In addition, traditional automaker websites are beginning to compete with new vehicle-shopping tools. According to the study, about 44% of consumers are interested in using artificial intelligence to compare multiple vehicles. These services allow shoppers to compare specifications, pricing, and how well a particular model meets their needs more quickly.

Even so, millions of website visits show that official automaker websites continue to play an important role in the vehicle-buying process. For many shoppers, they remain the first place to learn about a model, its trim levels, and available purchase options.