Brand Image Award winners are named

Lexus, Honda and Ford took top honours in this year’s Kelley Blue Book Brand Image Awards. The U.S. awards are based on annual new car buyer perception data, and are determined across luxury, non-luxury and truck categories.

Lexus continues its reign as Best Overall Luxury Brand, earning the title for the third consecutive year, along with the Most Trusted Luxury Brand award for 2018.

Honda regained its Best Overall Brand title for the first time since 2015, in addition to winning Best Value Brand and Most Refined Brand.

Ford took Best Overall Truck Brand for the fifth year running. Ford has won this honour every year since the program began in 2008, except in 2013 when it was outranked by Toyota.

The awards are designed to recognize achievement in creating and maintaining brand attributes that capture new car buyers’ attention and enthusiasm. They are based on data from Kelley Blue Book Strategic Insights’ Brand Watch study and consider 12 factors:

  • affordability
  • driving comfort
  • driving performance
  • durability/reliability
  • exterior styling
  • fuel efficiency
  • interior layout
  • prestige
  • sophistication
  • reputation
  • ruggedness
  • safety and technology

“Building familiarity and loyalty among car shoppers has never been more important to automakers, especially as the market is flooded with all-new and redesigned models competing for market share,” said Hwei-Lin Oetken, director of media strategic insights for Kelly Blue Book. “The combination of compelling product and marketing communications continues to influence purchase consideration.”


2018 Brand Image Award Winners: Non-Luxury Brands

Best Overall Brand – Honda

Most Trusted Brand – Subaru

Best Value Brand – Honda

Most Refined Brand – Honda

Best Performance Brand – Mazda

Best Car Styling Brand – Mazda


2018 Brand Image Award Winner: Truck Brand

Best Overall Truck Brand – Ford


2018 Brand Image Award Winners: Luxury Brands

Best Overall Luxury Brand – Lexus

Most Trusted Luxury Brand – Lexus

Best Value Luxury Brand – Buick

Most Refined Luxury Brand – Mercedes-Benz

Best Performance Luxury Brand – Porsche

Best Car Styling Luxury Brand – Jaguar

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