Honda dominates KBB Brand Image Awards

Photo credit: Philip Lange /
IRVINE, Calif. - 

Kelley Blue Book recently announced its 2018 Brand Image Award winners, and Honda, Lexus and Ford took the top spots after receiving the highest average scores among 12 brand watch factors.

In addition to being named 2018 Best Value Brand and Most Refined Brand, Honda took home the Best Overall Brand title for the first time since 2015.

This year, KBB selected brand winners using annual new-car buyer perception data from the Kelley Blue Book Strategic Insights' Brand Watch study.

“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,” KBB director of media strategic insights Hwei-Lin Oetken said in a news release.

“The combination of compelling product and marketing communications continues to influence purchase consideration. This year's winners have attracted car shoppers based on many attributes that are important to consumers, and motivate them toward their ultimate purchase decision.” Oetken continued.

KBB’s 2018 Brand Image Award winners include:

Non-Luxury Brands

  • Honda - Best Overall Brand
  • Subaru - Most Trusted Brand
  • Honda - Best Value Brand
  • Honda - Most Refined Brand
  • Mazda - Best Performance Brand
  • Mazda - Best Car Styling Brand

Luxury Brands

  • Lexus - 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

Truck Brand

  • Ford - Best Overall Truck Brand

Award categories are calculated among luxury, non-luxury and truck shoppers.

For the fifth year in a row, the Ford brand has once again been named the Best Overall Truck Brand.

The American brand has earned the distinction every year, except in 2013, when Toyota took home the title.

Additionally, Lexus has been recognized as the Best Overall Luxury Brand for the third consecutive year, as well as Most Trusted Luxury Brand for 2018.

“Lexus' tradition of high-quality products and its recent emphasis on style and emotion, contributed to the brand's win,” said KBB.

The luxury brand’s ES, NX, RX and LS models also received high ratings among consumers for this year's study.

The Strategic Insights' Brand Watch study captures how shoppers view important factors that influence their purchase decisions.

KBB’s 12 brand watch factors include: affordability, driving comfort, driving performance, durability/reliability, exterior styling, fuel efficiency, interior layout, prestige/sophistication, reputation, ruggedness, safety and technology.

Click here for more information about the 2018 Brand Image Award winners.


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