Subaru leads KBB Brand Image Awards 2nd straight year

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IRVINE, Calif. - 

Kelley Blue Book revealed its 2017 Brand Image Award winners on Tuesday — Subaru, Lexus and Ford took the top spots after receiving the highest average scores among 12 brand watch factors.

This year, Subaru not only took home the title of Best Overall Brand for the second consecutive year, the brand has also been named this year’s Most Trusted and Best Performance Brand.

Brand scores are based on annual new-car buyer perception data from the Kelley Blue Book Strategic Insights’ Brand Watch study that examines 12,000 plus in-market new-vehicle shoppers annually on

“Superior product lineups and compelling marketing communications from automakers continue to influence consumer opinion, driving interest in particular brands, and, most importantly, positively affecting vehicle consideration,” Rick Wainschel, Kelley Blue Book vice president of customer analytics and insights said in a news release. “Many of this year’s winners continue to attract car shoppers based on a variety of brand attributes, and these standouts reinforce familiarity and loyalty among new-car buyers.”

Kelley Blue Book’s 2017 Brand Image Award winners include:

Non-Luxury Brands

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

Truck Brand

  • Ford - Best Overall Truck 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

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

Ford is notably rated best among truck shoppers for the fourth year in a row.

“Ford has won eight out of the nine times Kelley Blue Book has announced this award with only Toyota outranking them in 2013, giving truck buyers what they want in its F-150,” Kelley Blue Book said.

For the second consecutive year, Lexus won Best Overall Luxury Brand.

“The brand is highly regarded for its strong lineup among consumers, with, the RX, ES, NX Hybrid, IS, GS and LS as the primary drivers of Lexus’ success. In addition to its top luxury award, Lexus takes home the Most Trusted Luxury Brand win for the second consecutive year,” Kelly Blue Book said.

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

Twelve factors Kelley Blue Book examines for the awards 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 2017 Brand Image Award winners.


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