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  • Honda, Tesla, Toyota Top KBB's 2022 Brand Image Awards

    Honda, Tesla, Toyota Top KBB's 2022 Brand Image Awards

    Honda, Tesla and Toyota are the top brands in the 2022 KBB Brand Image awards.  The annual awards recognize outstanding achievements in creating and maintaining brand attributes that earn the attention and enthusiasm of new-car shoppers.  Honda takes the crown from Subaru among non-luxury brands (Subaru won the previous two years). Tesla is the best overall luxury brand for the third year running.

    Building a brand takes a lot of work, time and of course money. Kelley Blue Book says automakers worldwide spend millions of dollars and dedicated untold hours into developing their brands, knowing that brand perception impacts the bottom line. The way consumers perceive automotive brands directly impacts which makes and models they decide to research, test drive and decide to buy.

    "Kelley Blue Book Brand Image Award winners lead the pack when it comes to capturing new-car shoppers' attention," said Vanessa Ton, senior industry intelligence manager for Kelley Blue Book. "As more automotive brands and new models arrive on the scene each year, the increasingly crowded marketplace provides fresh challenges for product designers and planners and marketers alike. The battle for market share starts with perception and consideration among shoppers, so these winners epitomize which brands are most successful in making a positive impact on their target audience for 2022." 

    2022 Brand Image Award Winners: Non-Luxury Brands


    Best Overall Brand


    Most Trusted Brand


    Best Value Brand


    Most Refined Brand


    Best Performance Brand


    Best Car Styling Brand

    2022 Brand Image Award Winner: Truck Brand


    Best Overall Truck Brand

    2022 Brand Image Award Winners:  Luxury Brands


    Best Overall Luxury Brand


    Most Trusted Luxury Brand


    Best Value Luxury Brand


    Most Refined Luxury Brand


    Best Performance Luxury Brand


    Best Car Styling Luxury Brand



    Honda is KBB's 2022 Best Overall Brand among non-luxury automakers for the sixth time in the past nine years.  It had the highest average score across all ratings of non-luxury models, ranking No. 1 in Reputation, Fuel Efficiency, Interior Layout and Technology with help from the Accord, CR-V and Civic. (The all-new Honda Civic was the 2022 North American Car of the Year.)  KBB says Honda made a resounding comeback due to significant technological advancements and its continuous quest to enhance quality at every stage of product development. The awards don't end there. Non-luxury shoppers also crowned Honda the Best Value Brand for eight years running and the Most Refined Brand for the third time in the last nine years. 


    Tesla continues its reign as the top luxury brand winner, winning 2022 Best Overall Luxury Brand for the third year running. KBB says it had the highest average score across all ratings of luxury models. KBB points to Tesla's launch of the Model S Plaid+ trim, which favorably swayed brand perceptions with a zero-to-60 mph time under 1.99 seconds, an improved 520 mile range and a revamped interior design. Tesla also won Best Value Luxury Brand and Most Refined Luxury Brand, both for the third year in a row.


    The Ford F-Series may be the number one selling truck in America, but Toyota has it beat when it comes to branding according to KBB. It wins 2022 Best Overall Truck Brand for its fourth straight year, achieving the highest average score across all ratings of truck models and 12 weighted factors of importance.  KBB points to the all-new Tundra as making a big splash to the Toyota truck line-up. Its i-Force 3.5L Twin-Turbo V6 engine delivers up to 389 horsepower and a towing capacity of 12,000 pounds. 


    Other Brand Winners


    Most Trusted - Subaru, Lexus

    Subaru may have lost the best non-luxury Overall Brand Winner title to Honda this year, but it hangs on to the Most Trusted title -- a crown it's held every year since 2015. Non-luxury hoppers also named Subaru the Best Performance brand for the third year in a row. (Its sixth win in the last eight years.) 

    Lexus once again wins Most Trusted Luxury Brand, an award it has dominated for seven straight years.

    Best Car Styling- Dodge, Porsche

    A fourth win in a row for Dodge as the Best Car Styling Brand among non-luxury shoppers. Porsche wins Best Car Styling Luxury Brand, won in 2019 and 2021, (and Best Performance Luxury Brand, last won in 2019.)

    About the Awards

    KBB's 2022 award winners are based on annual new-car consumer perception data from its Brand Watch study. The online brand and model perception tracking study taps into more than 12,000 in-market new-vehicle shoppers annually on KBB's website. The study offers insight into how shoppers perceive important factors driving their purchase decisions and captures brand/model familiarity among new-car shoppers.

    Photo Credit:  Honda, Toyota and Courtesy of Tesla, Inc.