US study sees Honda “Best Overall Brand”, again image

Kelley Blue Book’s annual Brand Image Award study has crowned Japan’s Honda for the second straight year as the best brand – according to new car buyers.

Known as KBB, Kelley Blue Book, has given awards in 13 different categories, with Honda topping also the “Most Trusted Brand” list for the third consecutive year. Other important awards saw Mercedes-Benz snatch the Best Overall Brand title among premium automakers and – unsurprisingly – Ford coming on top the truck segment.

“A brand is really built over the long haul through consumers’ experiences with its products, and Honda is committed to delivering class-leading vehicles that provide lasting enjoyment and value to our customers,” said Jeff Conrad, senior vice president and general manager of the Honda automobile division for American Honda. “Honda simply embraces the challenge of being a brand that people can trust.”

“Considering Honda has also won the award for Most Trusted Brand among non-luxury shoppers three years in a row, this win isn’t a huge surprise,” said the publication.

Kelly Blue Book said the consumer perception was very strong for models like Accord, Civic, CR-V and Odyssey, helping the Asian automaker easily snatch the top award among all automakers.