Honda, Mercedes, Ford win brand image awards
Honda won the Best Overall Brand Award in Kelley Blue Bookês annual survey, and Mercedes won for Best Overall Luxury Brand. Ford took the Truck Brand Image Award.
With strong marketing communications coming from auto manufacturers and dealers, and the increased importance of peer reviews and ratings, consumers today are more influenced than ever to take interest in a brand, ultimately affecting their vehicle purchase decisions, said Hwei-Lin Oetken, vice president of market intelligence for Kelley Blue Book.
Honda won the Best Overall Brand Award for the second year running, garnering the highest average scores among all 12 brand watch factors, including affordability, cool factor, driving comfort, driving performance, durability/reliability, exterior styling, fuel efficiency, interior layout, prestige/sophistication, reputation, ruggedness and safety (listed in alphabetical order). Strong consumer perception of the Accord, Civic, CR-V and Odyssey helped drive Hondaês high scores. Honda also won Most Trusted Brand.
Kia earned its first-ever Brand Image Award for Best Value Brand, taking the title from last yearês winner Honda. Kia received high marks on affordability and fuel efficiency. Other winners among the non-luxury brands: GMC for most refined, Mini for best performance and Chevrolet for best car styling.
Among luxury brands, Lexus won for most trusted, Buick for best value, Mercedes for most refined, Porsche for best performance and Jaguar for best car styling.
Kelley Blue Book surveys 12,000 new-car shoppers for the annual survey.Download Bulletin PDF