Subaru and Lexus named top brands in 2016 Kelley Blue Book awards
Subaru takes Best Overall Brand and Most Trusted Brand, while Lexus leads the luxury segment in Kelley Blue Book’s 2016 Brand Image Awards based on US buyer perceptions.
Subaru has been named Best Overall Brand in Kelley Blue Book’s 2016 Brand Image Awards, overtaking Honda after a three-year run. Lexus secured the Best Overall Luxury Brand title, regaining the top spot from Porsche. The awards are based on feedback from more than 12,000 in-market new car buyers in the United States, measuring factors such as reliability, value, performance and styling.
Subaru’s win reflects its strong reputation with US buyers for reliability and value, with the Outback and Forester models especially well regarded. In addition to the Best Overall Brand, Subaru also took Most Trusted Brand and Best Performance Brand, repeating its 2015 success in both categories. Honda, which had previously dominated, was recognised as Best Value Brand for 2016.
Lexus returned to the top of the luxury segment, driven by high scores for its ES and RX models. The brand also reclaimed the Most Trusted Luxury Brand award from Mercedes-Benz, which had taken it in 2015. Buick was named Best Value Luxury Brand, while Mercedes-Benz and Porsche took Most Refined and Best Performance Luxury Brand respectively. Jaguar received the Best Car Styling Luxury Brand award.
Truck and non-luxury brand highlights
Ford continued its dominance in the truck segment, winning Best Overall Truck Brand for the seventh time in eight years. Only Toyota interrupted this run in 2013. In the non-luxury categories, GMC was awarded Most Refined Brand and Chrysler took Best Car Styling Brand.
- Subaru: Best Overall Brand, Most Trusted Brand, Best Performance Brand
- Honda: Best Value Brand
- GMC: Most Refined Brand
- Chrysler: Best Car Styling Brand
- Ford: Best Overall Truck Brand
Methodology and market impact
Kelley Blue Book’s Brand Image Awards are drawn from its annual survey of US new-car buyers, capturing perceptions on affordability, comfort, performance, reliability, styling and efficiency. These awards are closely watched by manufacturers, as they reflect consumer attitudes that can influence sales and marketing strategies. Subaru’s continued strength in trust and performance, and Lexus’s return to the top of the luxury market, underline the importance of brand image in a competitive US market.
