The 2012 Brand Image Awards, presented to the top brands in 12 categories, are based on consumer automotive perception data from Kelley Blue Book Market Intelligence’s Brand Watch study. Brand Watch is an online brand perception tracking study tapping into 12,000+ in-market new-vehicle shoppers annually on Kelley Blue Book’s kbb.com. The highly comprehensive Brand Watch study offers insight into in-market new-vehicle shoppers’ perceptions of brands and important factors driving their purchase decisions while they are in the midst of the shopping process. The Kelley Blue Book Brand Image Awards recognize automakers’ outstanding achievements in creating and maintaining brand attributes that capture the attention and enthusiasm of the new-vehicle buying public.
This marks the fifth year Kelley Blue Book has awarded auto manufacturers the Brand Image Awards, and this year, there are multiple repeat winners. Mercedes-Benz has captured Most Prestigious Brand for the fifth year in a row, demonstrating its unwavering stance in the minds of in-market car shoppers as the brand with the highest prestige. One of the most important factors among new truck buyers is “ruggedness,” and for four years running Ford has claimed the Most Rugged Truck Brand title among consumers. Furthermore, Honda is awarded Best Value Brand for the second year running, and Cadillac is named Best Comfort Brand for the second year in a row.
Ford will bring home the most 2012 Kelley Blue Book Brand Image Awards, receiving four out of the 12 trophies given this year. Ford is taking top honors for its great design, sweeping both the Best Exterior Design and Best Interior Design Awards in the Non-Luxury categories. In addition, this year Ford is the standout among car shoppers as Most Family-Friendly Brand, and it also wins the aforementioned award for Most Rugged Truck Brand.
Kelley Blue Book’s 2012 Brand Image Award Winners:
2012 Best Value Brand: Honda
2012 Most Trusted Brand: Honda
2012 Most Family-Friendly Brand: Ford
2012 Most Rugged Truck Brand: Ford
2012 Best Exterior Design Brand – Non-Luxury: Ford
2012 Best Interior Design Brand – Non-Luxury: Ford
2012 Best Exterior Design Brand – Luxury: BMW
2012 Best Interior Design Brand – Luxury: Cadillac
2012 Best Comfort Brand: Cadillac
2012 Best Performance Brand: Porsche
2012 Coolest Brand: Porsche
2012 Most Prestigious Brand: Mercedes-Benz