Toyota dominates CBB retention awards as Tacoma extends record win streak
Image courtesy of Canadian Black Book.
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Much is uncertain in today’s world, especially in the automotive markets.
But when it comes to vehicles that hold their value the best, you can bank on the Toyota Tacoma.
When Canadian Black Book announced its 2025 Best Retained Value Awards this week, the Tacoma won for best retention in the small/midsize pickup category for an unprecedented 17th consecutive year.
The Tacoma led another strong performance by Toyota, which led all brands with six category victories and, not surprisingly, claimed the award as the top overall mainstream brand.
Toyota’s winners included the Corolla in the mainstream car category, Tundra (full-size pickup), C-HR (SUV: main sub-compact/compact) and 4Runner (SUV: main mid-/full-size).
In addition, Toyota’s RAV4 Prime became the first winner of the new mainstream category for plug-in hybrid vehicles, as CBB split its awards for PHEVs and battery electric vehicles into separate honors for the mainstream and premium segments.
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Porsche’s Panemera earned the award for premium PHEV SUVs. Among BEVs, the Chevrolet Bolt EV was named as the top mainstream car and the Kia EV6 took the SUV title, while the Porsche Taycan (car) and BMW iX (SUV) won in the premium segment.
In its report, CBB said widening its focus on EVs provides deeper insight into the highs and lows of demand and supply.
“Brands with broader lineups of hybrid and plug-in hybrids benefited this year,” the report said. “If the focus was solely on battery electric models, those brands have suffered. As a result, our year-over-year comparisons identify consistent strength behind mainstream gas-driven vehicles, especially for hybrids and plug-ins as our market gets only more convoluted for consumers.”
BMW took the overall brand award for electric vehicles, which CBB said reflects the growing strength of its EV lineup. Porsche won as the top premium brand on the strength of segment wins by the Taycan, Panemera, 911 (sport car) and Macan (premium sub-compact/compact), and Buick was named the most improved brand.
The CBB report and full list of winners is available here.
