How important is brand image to you?
If the reputation and standing of an automaker plays into your car-buying decision, then you may be interested to know which brands come out best in Kelley Blue Book’s latest awards.
Based on insights collected through its Brand Watch Study, which taps into 12,000 in-market new-vehicle shoppers using KBB.com, the 2018 Brand Image Awards represent “the combined wisdom of the American car-buying public,” says the auto research site.
Spanning six categories including luxury options, and “providing guidance for just about every type of car buyer, from performance seekers to value shoppers,” the following are the strongest car brands from their results. With each entry is an excerpt from KBB’s award summary.
Best overall brand – Honda
Honda returns to the top spot this year on the strength of one of the freshest, most impressive vehicle lineups in the entire industry.
Best overall luxury brand – Lexus
For the third year in a row, our top luxury award goes to the brand built on quality from day one.
Most trusted brand – Subaru
Subaru’s recipe for building affordable, dependable vehicles with all-weather grip and high safety standards has turned ordinary buyers into devout followers.
Most trusted luxury brand – Lexus
This year’s best overall luxury brand is also the most trusted luxury brand, two trophies Lexus takes home for the third year in a row.
Best value brand – Honda
A perennial sales success, many of Honda’s vehicles are among the best-sellers in their respective segments.
Best value luxury brand – Buick
As quiet and comfortable as ever, the Buick lineup continues to grow more contemporary and more luxurious with each new generation.
Most refined brand – Honda
While competitors continue to close the gap in reliability and resale value, Honda’s unique brand of refinement remains unmatched.
Most refined luxury brand – Mercedes-Benz
Mercedes-Benz isn’t just this year’s most refined luxury brand in the automotive space, it’s one of the most established and respected brands in the world.
Best performance brand – Mazda
The Mazda3 and Mazda6 are arguably the most fun-to-drive cars in their segments. The same can be said for the CX-3, CX-5 and CX-9 SUVs.
Best performance luxury brand – Porsche
Few brands are as synonymous with anything as Porsche is with performance.
Best styling brand – Mazda
From the Mazda3 compact car to the CX-9 three-row SUV, it’s not hard to argue that Mazda makes the best-looking vehicle in every segment where it competes.
Best styling luxury brand – Jaguar
Sultry styling is engrained in Jaguar’s rich heritage, and it’s alive and well in its dynamic lineup of cars – and now SUVs – today.
Best overall truck brand – Ford
The F-Series has been the best-selling truck line in the country for more than 40 years, so the fact that KBB.com visitors would name Ford the best overall truck brand isn’t surprising.
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