Kelley Blue Book announced the names of its 2021 Brand Image Award winners, which is based on annual new-car buyer perception data and divided between luxury, non-luxury, and truck brand categories.
Subaru, Honda, GMC, Dodge, Toyota, Tesla, Lexus and Porsche all made the list, although some brands took in more wins than others.
“Brand perception and purchase consideration are incredibly important factors for automakers to consider as they develop their new products and related marketing communications,” said Isabelle Helms, Vice President of Research and Market Intelligence for Cox Automotive.
She said the phrase “perception is reality” frequently rings true in the automotive marketplace, and that brands that impress and leave a lasting impression are often the ones that achieve more market share.
Subaru won Best Overall Brand for 2021 among non-luxury automakers — for the second consecutive year and the fourth time in the past six years. The OEM received the highest average score across all ratings of non-luxury models. It also won Most Trusted Brand and Best Performance Brand, garnered Most Trusted Brand (every year since 2015), and for the second consecutive year was named Best Performance Brand.
The wins are based on its reputation for delivering safe, spacious, capable, and “exceptional quality vehicles that satisfy the needs of both everyday consumers,” as well as consumers seeking rugged performance for an affordable price, according to Kelley Blue Book’s news release.
Tesla once again dominated the luxury automakers list for 2021, winning Best Overall Luxury Brand for the second year running after gaining the highest average score across all ratings of luxury models. It also won Best Value Luxury Brand, Most Refined Luxury Brand, and Best Performance Luxury Brand. These wins come thanks to the unique, sleek design of its vehicles, innovative technological advancements, and “alluring interiors” that contribute to the brand’s success in capturing consumer attention.
As for Toyota, it won Best Overall Truck Brand in 2021 for the third consecutive year. The OEM achieved the highest average score across all ratings of truck models and 12 weighted factors of importance.
“The brand’s Tacoma and Tundra trucks were among the Top 10 vehicles overall this year, and their combined average score pushed Toyota to the top over other truck manufacturers,” said Kelley Blue Book. “Tacoma has been the best-selling pickup in its segment for the last 16 years and continues to be at the forefront of consideration growth.”
The full list of winners and their respective categories can be found below:
