Same old story: Toyota at the top of CBB Best Residual Value Awards
Toyota's Prius was the top mainstream car in Canadian Black Book's 2026 Best Residual Value Awards. Image courtesy of Toyota Motor Sales USA.
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The dates change, but the name at the top remains the same.
Toyota claimed the car category’s Overall Brand Award in Canadian Black Book’s 2026 Best Residual Value Awards for the fifth consecutive year. Not coincidentally, that’s also how many years the award has been presented.
Toyota also won the Overall Brand Award for SUVs/trucks for the fourth year in a row, and led all manufacturers with six segment awards (including its Lexus luxury brand), led by the Prius, which was named the top mainstream car.
The awards recognize vehicles and brands projected to retain the highest percentage of their original MSRP after four years, based on CBB’s proprietary forecasting models. The winners were announced during the 2026 Canadian International AutoShow in Toronto.
Porsche also returned to its place at the top of the luxury brands, earning the brand award for the fourth consecutive year. Porsche’s three segment awards included the Taycan as the No. 1 electric car.
Kia took the Overall Brand Award for EVs, with its Sorento PHEV as the top plug-in hybrid, and Volkswagen was named the most improved brand. Volvo’s V60 took the honor as top luxury car.
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In a news release, CBB said the awards reflect continued shifts in consumer preferences, powertrain adoption and segment-level performance, but noted SUVs, trucks, and EVs “remain central to the market” and established nameplates continue to hold long-term value retention.
“Today’s brand strength continues to be tested as consumers seek out the highest value models in each segment,” . With loyalty consistently falling away, they look for the best mix of affordability and lowest cost of ownership,” senior manager of industry insights and residual value strategy Daniel Ross said. “As electrification builds within the market offering, strength in retained value transitions. Our Residual Value Awards recognize these trends and reward the early front-runners.”
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