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Pickd™ · Sweden · Cars · October 2026
The more the AI knows about the buyer, the worse premium brands fare.
Pickd™ measures which brands AI models are willing to recommend. We compare model responses across Swedish household types with new-car registrations.
Measured October 2026. Published 21 October 2026. 1,125 prompts per model.
What the result shows
- When Claude knows the buyer's household and finances, premium brands lose the most. BMW comes last.
- Size brings no advantage: Volvo is Sweden's #1 in new-car registrations, but #5 for both AI models.
- Toyota comes first for both Claude and GPT.
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Illustrative sample with fictional brands and figures.
The ranking in text
All 15 brands
Sorted by Claude rank. The market column ranks all new-car registrations in Sweden, not just the 15 brands tested by Pickd.
| Brand | Claude | GPT | Market |
|---|---|---|---|
| Toyota | 1 | 1 | 3 |
| Skoda | 2 | 2 | 7 |
| Kia | 3 | 4 | 4 |
| Hyundai | 4 | 3 | 16 |
| Volvo | 5 | 5 | 1 |
| Volkswagen | 6 | 7 | 2 |
| Renault | 7 | 8 | 14 |
| Peugeot | 8 | 6 | 10 |
| Ford | 9 | 9 | 15 |
| Tesla | 10 | 14 | 9 |
| Polestar | 11 | 13 | 12 |
| Cupra | 12 | 10 | 11 |
| Mercedes-Benz | 13 | 11 | 5 |
| Audi | 14 | 12 | 8 |
| BMW | 15 | 15 | 6 |
The tested brands were the 2025 top 15. Fiat (#13 in January–September 2026) was not tested.
Claude and GPT rated each brand 0–10 in 1,125 prompts each, weighted to Swedish household types. How we measured: see the press release.
For press
Press contact: info@brandvaluator.se
Pickd is independent and not affiliated with Anthropic, OpenAI or any brand ranked.