David Goldstein - Germany Home to a Third of .BRAND New gTLDs Globally


    Germany is home to over a third of the world’s .brand new gTLD registrations, with 36 of the country’s companies developing their own presence online with a new gTLD, according to a “.brands Spotlight: Germany” from Neustar’s Makeway.World.

    The 36 .brand generic Top Level Domains place Germany third behind the United States and Japan, but by registrations has more than any other region in the world. The German automotive industry has a significant representation with Audi, Bosch and BMW, which has their parent brand as well as .mini, all using their .brand gTLDs.

    However the .brand new gTLD with the most registrations of any globally is .dvag, the gTLD for Deutsche Vermögensberatung, the financial advisory company with over 1,800 registrations, according to nTLDstats. Deutsche Vermögensberatung has 3 other new gTLDs although these appear largely unused, including .pohl. The company was founded in 1975 by Reinfried Pohl and has over 14,000 full-time financial consultants and around 6 million clients.

    Audi is the third largest of the .brand gTLDs with 924 registrations. The French property and financial company MMA is second. Other German brands to be prominent going by the domain names registered under their .brand are the Volkswagen-owned Spanish SEAT with 623, Allfinanz Deutsche Vermögensberatung Aktiengesellschaft with 475, GMX’s .gmx has 472 and .mini has 326, which is almost triple BMW’s own .bmw. Robert Bosch has 2 new gTLDs, .rexroth and .bosch, both of which appear largely unused. Lidl (.lidl), Tui (.tui) and Allgemeiner Deutscher Automobil-Club (ADAC) also have their own .brand gTLDs.

    Overall there are over 4,100 domain names registered under the 36 .brand gTLDs in Germany, or 114.7 domain names per .brand, three-quarters of which are considered active with more than 2 registrations.