Compared to the real share of this brand in the country’s car park, BMW drivers are represented 3.6 times more often on online insurance comparison platforms. This is the highest indicator among major car brands.
According to the data of JV “Regitra” at the beginning of 2025, BMW cars make up about 8 percent. of all passenger cars registered in Lithuania. However, in the customer base of “Edrauda.lt”, cars of this brand make up 28%. of all requests. A similar, albeit smaller, trend can be seen with “Audi” – this brand makes up about 7% of the market, and 23% of the Edrauda.lt customer base.
Rima Kazlauskaite
“The stereotype of a BMW driver as someone who is impulsive and doesn’t think much is deeply rooted in Lithuanian culture. However, our data also shows another aspect – they are some of the most rational and financially conscious consumers on the market. They not only actively compare insurance prices, but they also do it systematically – every year,” says Rima Kazlauskaitė – Alkinė, representative of Edrauda.lt.
The analysis shows that this behavior of BMW owners is not only a phenomenon of big cities. According to “Edrauda.lt” data, BMW is the most popular brand of prohibited cars in 176 out of 446 areas of Lithuania. This includes not only Vilnius and Kaunas, but also smaller regional centers such as Marijampolė, Alytus or Telšiai. In Marijampole, BMW accounts for even 15 percent. 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 phenomenon of the whole of Lithuania, and not just a subculture of the capital. From Marijampolė to Mažeikiai, BMW owners behave in a similar way – they carefully evaluate alternatives and look for the best offer,” notes R. Kazlauskaitė – Alkinė.
It is interesting that the most popular car brand in Lithuania – “Volkswagen” – is the weakest represented in the customer base of “Edrauda.lt”. Although VW cars make up about 16 percent. of all cars registered in Lithuania, their share in the customer base of “Edrauda.lt” reaches only 14%. It is the only major brand that is less represented on the online comparison platform than in the real market.
“This reveals an important difference in consumer behaviour. BMW and Audi owners tend to pay higher insurance premiums depending on the value of the car or the engine power, so they are more motivated to look for better deals.” At that time, Volkswagen drivers more often choose the usual channels – they turn to a long-term insurance agent or simply extend the existing contract”, explains R. Kazlauskaitė – Alkinė.
According to the Bank of Lithuania, the vehicle civil liability insurance market in Lithuania amounts to about 350 million. euros per year. Differences in insurance prices for the same car between different insurers can reach tens of percent, so actively comparing offers can help drivers make significant savings.
“This news is not about the 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 spend just 1 minute comparing offers, it would help to significantly reduce insurance costs,” says R. Kazlauskaitė – Alkinė.
