Compared to the actual share of this brand in the country’s car fleet, BMW drivers are represented 3.6 times more often on online insurance comparison platforms. This is the highest indicator among major car brands.
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According to data from VĮ “Regitra” at the beginning of 2025, BMW cars account for about 8 percent of all light vehicles registered in Lithuania. However, in the “Edrauda.lt” customer base, cars of this brand make up as much as 28 percent of all inquiries. A similar, though smaller, trend is observed with “Audi” – this brand accounts for about 7 percent of the market, and 23 percent in the “Edrauda.lt” customer base.
“The stereotype of a BMW driver as an impulsive and thoughtless person is deeply rooted in Lithuanian culture. However, our data also shows another aspect – they are among the most rational and financially conscious consumers in the market. They not only actively compare insurance prices but also do so systematically – every year anew,” says Rima Kazlauskaitė – Alkinė, representative of “Edrauda.lt”.
Analysis shows that such behavior of BMW owners is not solely a phenomenon of large cities. According to “Edrauda.lt” data, BMW is the most popular insured car brand in 176 out of 446 Lithuanian localities. This includes not only Vilnius and Kaunas but also smaller regional centers such as Marijampolė, Alytus, or Telšiai. In Marijampolė, BMW accounts for as much as 15 percent of the local customer base, in Alytus – 13 percent, in Klaipėda – 12 percent.
“These data show that the habit of digital price comparison in the BMW driver community is a nationwide phenomenon in Lithuania, not just a subculture of the capital. From Marijampolė to Mažeikiai, BMW owners behave similarly – carefully evaluate alternatives and look for the best offer,” notes R. Kazlauskaitė – Alkinė.
Interestingly, the most popular car brand in Lithuania – “Volkswagen” – is the least represented in the “Edrauda.lt” customer base. Although VW cars account for about 16 percent of all cars registered in Lithuania, their share in the “Edrauda.lt” customer base reaches only 14 percent. This is the only major brand that is represented less on the online comparison platform than in the real market.
“This reveals an important difference in consumer behavior. BMW and “Audi” owners usually pay higher insurance premiums due to the car’s value or engine power, and are therefore more motivated to seek better offers. Meanwhile, “Volkswagen” drivers more often choose traditional channels – contacting a long-term insurance agent or simply renewing an existing contract,” explains R. Kazlauskaitė – Alkinė.
According to data from the Bank of Lithuania, the motor third-party liability insurance market in Lithuania amounts to approximately 350 million euros per year. Differences in insurance prices for the same car among different insurers can reach tens of percent, so active comparison of offers can help drivers save significantly.
“This message is not about drivers of a specific brand, but about a broader lesson in consumer behavior. Regardless of whether a person drives a BMW, “Volkswagen” or “Toyota”, if they spent just 1 minute comparing offers, it would significantly reduce insurance costs,” states R. Kazlauskaitė – Alkinė.
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