Porsche and Lexus were the winners of the best overall exterior styling and best overall interior layout/driving comfort categories, respectively, while Mercedes-Benz drove away the winner in the overall prestige brand/luxury/sophistication category, according to the second-quarter consumer automotive perceptions research study, “Brand Watch,” by Kelley Blue Book Marketing Research.
The study examines in-market new vehicle shoppers’ perceptions of brands and important factors driving their purchase decisions while in the midst of the research and shopping process, KBB said.
“Consumer perceptions of a manufacturer have more impact on the marketplace than many would give them credit for,” said Jack Nerad, executive editorial editor and executive market analyst, Kelley Blue Book and kbb.com. “Word-of-mouth among friends and the eventual voting for vehicles with consumers’ wallets can influence what their friends and neighbors buy, as well as resale values down the road.”
The following are among the results of the Q2 Brand Watch study.
Best exterior styling:
- Non-Luxury Sedan/Coupe/Hatchback Segment: HONDA
- Luxury Sedan/Coupe/Hatchback Segment: BMW
- Non-Luxury SUV Segment: FORD
- Luxury SUV Segment: MERCEDES-BENZ
- Truck Segment: CHEVROLET
- Minivan Segment: HONDA
- Sports Car/Convertible Segment: PORSCHE
Best interior layout/driving comfort:
- Non-Luxury Sedan/Coupe/Hatchback Segment: TOYOTA
- Luxury Sedan/Coupe/Hatchback Segment: LEXUS
- Non-Luxury SUV Segment: TOYOTA
- Luxury SUV Segment: LEXUS
- Truck Segment: CHEVROLET
- Minivan Segment: TOYOTA
- Sports Car/Convertible Segment: LEXUS
Overall findings:
- Best Overall Exterior Styling: PORSCHE
- Best Overall Interior Layout/Driving Comfort: LEXUS
- Best Overall Prestige Brand /Luxury/Sophistication: MERCEDES-BENZ
About the study: Based on the perceptions of more than 4,000 active, in-market vehicle shoppers, Kelley Blue Book Marketing Research’s second-quarter Brand Watch Study covers the factors driving purchase decisions in each vehicle segment; perceptions of styling/design, driving performance, durability/reliability and comfort for each make and segment; key psychographic profiles of buyers within each vehicle segment; perceptions and consideration trended among domestics and imports; individual profiles for the top 27 makes; and the top makes considered by shoppers in each vehicle segment.
