Kelley Blue Book’s annual Brand Image Award study has crowned
Japan’s Honda for the second straight year as the best brand – according
to new car buyers.
Kelley Blue Book Announces 2014 Brand Image Award Winners
Honda Holds Reign for Best Overall Brand, Most Trusted Brand; Kia, GMC, Jaguar Win First Brand Image Awards
IRVINE, Calif., April 9, 2014 /PRNewswire/ -- The 2014 Brand Image Award
winners, based on annual new-car buyer perception data, are announced
today by Kelley Blue Book, www.kbb.com, the leading provider of new and
used car information. The Kelley Blue Book® Brand Image Awards recognize
automakers' outstanding achievements in creating and maintaining brand
attributes that capture the attention and enthusiasm of the new-vehicle
buying public. Award categories are calculated among luxury, non-luxury
and truck shoppers.
"The classic saying 'perception is reality' falls true with the Kelley
Blue Book Brand Image Awards, as more than 12,000 in-market new-car
shoppers have voiced their opinions about today's automakers," said
Hwei-Lin Oetken, vice president of market intelligence for Kelley Blue
Book. "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."
2014 Brand Image Award Winners: Non-Luxury Brands
Honda
Best Overall Brand
Honda
Most Trusted Brand
Kia
Best Value Brand
GMC
Most Refined Brand
MINI
Best Performance Brand
Chevrolet
Best Car Styling Brand
2014 Brand Image Award Winner: Truck Brand
Ford
Best Overall Truck Brand
2014 Brand Image Award Winners: Luxury Brands
Mercedes-Benz
Best Overall Luxury Brand
Lexus
Most Trusted Luxury Brand
Buick
Best Value Luxury Brand
Mercedes-Benz
Most Refined Luxury Brand
Porsche
Best Performance Luxury Brand
Jaguar
Best Car Styling Luxury Brand
For two years running, Honda has been named the Best Overall Brand,
securing 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 Honda's success in earning
the top honor among all automakers.
This year, Mercedes-Benz captured the Best Overall Luxury Brand title
from 2013 winner BMW by obtaining the top average Brand Watch factor
scores among all luxury makes and being highly regarded with its strong
lineup and performance AMG variants.
Reclaiming the top spot among truck shoppers, Ford ousts last year's
winner, Toyota, from the Best Overall Truck Brand category. Ford has won
five out of six times Kelley Blue Book has announced this award. The
F-150 and Super Duty F-250 and F-350 helped the manufacturer earn back
the award for 2014, as truck shoppers ranked the brand highest among all
other truck brands.
For three years in a row, Honda has earned the award for Most Trusted
Brand, and for 2014, the Accord, Civic, CR-V and Odyssey supported the
boost in Honda's scores. Meanwhile, Lexus holds its ground as the Most
Trusted Luxury Brand for the second consecutive year with help from the
ES, IS, LX and RX models.
Kia earns its first-ever Brand Image Award in 2014 for Best Value Brand,
taking the crown from last year's winner Honda. Kia received high marks
on affordability and fuel efficiency, primarily driven by the Optima,
Rio, Soul and Forte models. Buick is a repeat winner for the Best Value
Luxury Brand, and the manufacturer's entire lineup, including the
LaCrosse, Regal, Verano, Enclave and Encore, has positively influenced
car shoppers' perceptions.
"Kia has come a long way in the eyes of the consumer," said Arthur
Henry, senior analyst for Kelley Blue Book. "Once known only as an
economy car with good gas mileage, the brand has evolved through product
growth and maturity into a high-value brand. This is a similar path
fellow import brands Honda and Toyota took in the 1970s. In fact, Kia
edges out Honda this year for the Best Value Brand title."
Benefitting from its upscale Denali trim models, GMC also wins its first
Brand Image Award as 2014's Most Refined Brand, with high ratings for
comfort, interior layout and prestige/sophistication. Mercedes-Benz has a
second consecutive win for this category among luxury brands, and
historically has scored very high in prestige/sophistication since the
inception of the Brand Image Awards in 2008.
MINI wins Best Performance Brand for the second year in a row, with help
from the MINI Cooper for its high ratings for "cool" factor and driving
performance. Like MINI, Porsche holds steady as a repeat winner as Best
Performance Luxury Brand since 2010, due to strong ratings for a number
of models in its lineup, including the 911, Cayman, Panamera and
Cayenne.
Jaguar earned its first Kelley Blue Book Brand Image Award as 2014 Best
Car Styling Luxury Brand for its attractive F-TYPE, XK, XF and XJ
series, while Chevrolet reclaimed the Best Car Styling Brand title from
last year's winner Ford.
"Chevrolet had a slew of redesigns during the past year, which have
captured the consideration of car shoppers," said Henry. "Chevrolet
decided to take a daring approach with its styling and it paid off. The
models primarily driving the success of Chevrolet's expressive design
efforts are the Corvette Stingray and Camaro."
The 2014 Brand Image Awards are based on consumer automotive perception
data from Kelley Blue Book Market Intelligence's Brand Watch study.
Brand Watch is an online brand and model perception tracking study
tapping into 12,000+ in-market new-vehicle shoppers annually on Kelley
Blue Book's KBB.com. The highly comprehensive study offers insight into
how shoppers perceive important factors driving their purchase
decisions, and captures brand/model familiarity and loyalty among
new-car shoppers.
For more information about the 2014 Kelley Blue Book Brand Image Awards,
please visit http://www.kbb.com/new-cars/brand-image-awards/.
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About Kelley Blue Book (www.kbb.com)
Founded in 1926, Kelley Blue Book, The Trusted Resource®, is the only
vehicle valuation and information source trusted and relied upon by both
consumers and the automotive industry. Each week the company provides
the most market-reflective values in the industry on its top-rated
website KBB.com, including its famous Blue Book® Trade-In and Suggested
Retail Values, and Fair Purchase Price, which reports what others are
paying for new cars this week. The company also provides vehicle pricing
and values through various products and services available to car
dealers, auto manufacturers, finance and insurance companies, and
governmental agencies. Kelley Blue Book Co., Inc. is a subsidiary of
AutoTrader Group, which includes AutoTrader.com, vAuto, VinSolutions and
HomeNet Automotive. AutoTrader Group is a majority-owned subsidiary of
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