Car Consumers Reveal Perceptions of New Vehicle Brands with Best Driving Performance

Kelley Blue Book and Kelley Blue Book Marketing Research today announce the results of the 'Driving Performance' portion of its consumer automotive perceptions research study, Brand Watch. According to the latest results, Toyota and BMW each claimed two number-one spots for best driving performance: Toyota takes the top spot in both the Minivan and Non-Luxury SUV segments, while BMW was singled out for top honors among Luxury SUVs and Luxury Sedans.

Domestic brands sweep the Truck segment when it comes to driving performance in Brand Watch, with Chevrolet, GMC and Dodge placing first, second and third, respectively. Domestic brands previously had been singled out as consumers' top picks for Interior and Exterior Styling in the Truck segment. Import brands dominate across most segments when it comes to driving performance, claiming the top three spots in every vehicle segment except trucks and also with the exception of Ford placing third among Non-Luxury SUVs. Porsche claimed the top spot in the Convertible/Sports Car segment, a category in which performance is the most desired characteristic.

Toyota, Honda, BMW and Mercedes-Benz each garnered three top-three finishes in various categories, displaying consumers' overall perception of those brands having the best driving performance. Nissan and Lexus garnered two top-three finishes each.

"BMW's top rankings in the Luxury Sedan and Luxury SUV segments demonstrate that it has a lock on performance characteristics in the luxury category according to new-car buyers, an instance where brand image and the consumer brand perception are in perfect alignment," said Jack R. Nerad, executive editorial director and executive market analyst of Kelley Blue Book and kbb.com. "Meanwhile, pickups are the last bastion of domestic dominance and that dominance is strong with Chevrolet, GMC and Dodge sweeping the top three spots for performance with not an import in sight."


Kelley Blue Book Brand Watch Study: Driving Performance

Convertibles/Sports Cars Trucks Minivans

1. Porsche 1. Chevrolet 1. Toyota
2. Mercedes-Benz 2. GMC 2. Honda
3. BMW 3. Dodge 3. Nissan


Luxury SUVs Non-Luxury SUVs Luxury Sedan Non-Luxury Sedan

1. BMW 1. Toyota 1. BMW 1. Honda
2. Lexus 2. Honda 2. Mercedes-Benz 2. Toyota
3. Mercedes-Benz 3. Ford 3. Lexus 3. Nissan



"Perceptions are a key factor and drive car buyers' decisions as to which makes and models will be on their shopping list," said Rick Wainschel vice president of marketing research and brand communications for Kelley Blue Book. "This report can show manufacturers their relative position against other makes in specific vehicle segments, which strengths to emphasize and which weaknesses may need to be addressed."

Available to vehicle manufacturers and auto industry professionals, Brand Watch taps into active new-vehicle shoppers to determine their perceptions of automotive brands within specific automotive segments. Brand Watch delves into how each manufacturer's brand equity differs across vehicle segments, compares the relative standing of each make vs. competitive makes, and reveals the decision factors of car-buyers within each make and segment. Detailed demographic and psychographic information is also collected, reported and detailed throughout Brand Watch's comprehensive study which is available quarterly from Kelley Blue Book Marketing Research.


About Kelley Blue Book (www.kbb.com)

Since 1926, Kelley Blue Book, The Trusted Resource(R), has provided vehicle buyers and sellers with the new and used vehicle information they need to accomplish their goals with confidence. The company's top-rated Web site, kbb.com, provides the most up-to-date pricing and values, including the New Car Blue Book(R) Value, which reveals what people actually are paying for new cars. The company also reports vehicle pricing and values via products and services, including software products and the famous Blue Book(R) Official Guide. Kbb.com is rated the No. 1 automotive information site by Nielsen//NetRatings and the most visited auto site by J.D. Power and Associates eight years in a row. No other medium reaches more in-market vehicle shoppers than kbb.com; nearly one in every three American car buyers performs their research on kbb.com.


Source: Kelley Blue Book