> 

KBB announces 2010 Brand Image Awards Winners

Posted on by + 10
Mercedes E-Class Convertible Prime Edition

Everyone has different priorities when purchasing a new car. Some focus on ruggedness, performance, or comfort while others focus more on design, prestige, or, simply put, the “cool” factor. If you are any one of those people and are in the market for a new car then you are in luck. Kelley Blue Book, kbb.com, has announced the winners of the 2010 Brand Image Awards.
Winners of these awards were chosen from the results of the Kelley Blue Book Market Intelligence’s Brand Watch study. This study tracks the perceptions and deciding factors for car purchases of over 12,000 in-market new-vehicle shoppers annually.

"If you believe the marketing credo ’perception is reality,’ then you cannot help but be encouraged about the prospects of the winners of Kelley Blue Book’s 2010 Brand Image Awards," said Jack R. Nerad, executive editorial director and executive market analyst for Kelley Blue Book and kbb.com. "The brands included on this elite list have convinced the car-buying public at large of the considerable virtues of their vehicles, and that correlates well with success in the crowded automotive marketplace."

Make sure you check out the winner of the Best Prestige Brand. It has been awarded this choice award three years in a row.

But enough chitchat, follow the jump for this year’s winners.

KELLEY BLUE BOOK’S 2010 BRAND IMAGE AWARD WINNERS

- Best Comfort Brand: Lexus

- Best Performance Brand: Porsche

- Most Rugged Truck Brand: Ford

- Most Family-Friendly Brand: Ford

- Coolest Brand: Porsche

- Best Exterior Design Brand – Luxury: Porsche

- Best Exterior Design Brand – Non-Luxury: Chevrolet

- Best Interior Design Brand: Lexus

- Best Prestige Brand: Mercedes-Benz

Press Release

Kelley Blue Book announces the winners of the 2010 Brand Image Awards. These awards, based on consumer perception data, show which brands best communicated certain features of their vehicles over the past year and highlight factors that influence purchase decisions.

KELLEY BLUE BOOK’S 2010 BRAND IMAGE AWARD WINNERS

- Best Comfort Brand: Lexus

- Best Performance Brand: Porsche

- Most Rugged Truck Brand: Ford

- Most Family-Friendly Brand: Ford

- Coolest Brand: Porsche

- Best Exterior Design Brand – Luxury: Porsche

- Best Exterior Design Brand – Non-Luxury: Chevrolet

- Best Interior Design Brand: Lexus

- Best Prestige Brand: Mercedes-Benz

This marks the third year Kelley Blue Book has awarded manufacturers the Brand Image Awards, and there are multiple repeat winners. The 2010 awards mark the third year that Mercedes Mercedes -Benz has captured Best Prestige Brand, demonstrating that it has prevailed in terms of being perceived as the most prestigious brand among new-car shoppers. Additionally, one of the most important factors among new truck buyers is "ruggedness," and Ford has claimed the Most Rugged Truck Brand title among consumers for two years running.

The 2010 Brand Image Awards, presented to the top brands in nine 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 report provides a detailed look at 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.

"Kelley Blue Book Market Intelligence data, and the Brand Watch study in particular, can provide manufacturers with a unique perspective into the minds of how in-market new-car shoppers view their brand," said James Bell, executive market analyst for Kelley Blue Book and kbb.com. "Much too often, brands take a ’shotgun’ approach and offer several different marketing messages over time rather than focusing on the one or two that best resonate with the audience. The Brand Image Awards, chosen by in-market car buyers, honor the brands that were successful in communicating a cohesive message across their vehicles and raising the profile of their overall brand image."

Kbb.com Editorial Comments About 2010 Brand Image Award Winners
"If you believe the marketing credo ’perception is reality,’ then you cannot help but be encouraged about the prospects of the winners of Kelley Blue Book’s 2010 Brand Image Awards," said Jack R. Nerad, executive editorial director and executive market analyst for Kelley Blue Book and kbb.com. "The brands included on this elite list have convinced the car-buying public at large of the considerable virtues of their vehicles, and that correlates well with success in the crowded automotive marketplace."

Best Comfort Brand: Lexus

Known from the very beginning for their quiet, comfortable highway rides, Lexus vehicles continue to offer more and more occupant-coddling amenities. Combined with renowned reliability and consistently high dealership ratings, the Lexus brand delivers a relaxing ownership experience.

Best Performance Brand: Porsche

Porsche is an automaker so uniquely focused on performance that when it announced it had an SUV in the works, it sparked disbelief, confusion and even anger in some circles. The dust from that disturbance settled years ago, and Porsche continues to design and build cars (and SUVs) that deliver a unique driving experience built not just on numbers, but on feel. The new four-door Panamera only adds to the mystique.

Most Rugged Truck Brand: Ford

When the Ford F-150 was named Most Rugged Truck Brand in 2009, we noted that it had been the best-selling vehicle in the country for 27 years in a row. Make it 28 years in a row and another Brand Image Award. And while the newest F-150 is surely the toughest yet, it’s also the smoothest-riding and most feature-packed Ford pickup in history.

Most Family-Friendly Brand: Ford

In 2009, Ford attracted a lot of attention and accolades with a slew of family-style vehicles like the redesigned Fusion, three-row Flex crossover and a new, more relevant version of one of the all-time great family sedans – the Taurus. Combined with world-class reliability ratings, the Ford product renaissance is proving especially popular with families.

Coolest Brand: Porsche

In 2009, the Brand Image Awards for Coolest Brand, Best Performance Brand and Best Exterior Design Brand (Luxury) went to one automaker: BMW BMW . This year, all three again go to one automaker: Porsche. Performance and cool have forever gone hand in hand, and Porsche’s uncompromising, laser-like focus on driver enjoyment makes its cars distinctively desirable.

Best Exterior Design Brand - Luxury: Porsche

When your lineup includes the most iconic design in the history of the automobile, you get an automatic bid into any design conversation. The same evolutionary approach that’s helped turn the 911 into a legend carries through the lineup, as Porsche continues to eschew design fads or gimmicks in favor of confident consistency.

Best Exterior Design Brand - Non-Luxury: Chevrolet

Chevy’s designers are on a roll. The styling renaissance that started with the latest Tahoe SUV and continued with the current Malibu sedan continues to evolve in the form of new cars like the Chevy Equinox crossover, Chevy Traverse three-row crossover and, of course, the new Chevy Camaro. Even the Corvette looks better than it has in decades. Backed up by a newfound, pervasive feeling of quality, we wouldn’t be surprised to see Chevy win more Brand Image Awards in the coming years.

Best Interior Design Brand: Lexus

Lexus interiors aren’t extravagant, plush or boundary-pushing, but the fit, finish and attention to detail deliver long-term allure. Clean, comfortable and simple define the typical Lexus interior, which remains user-friendly even as it continues to host more and more technology.

Best Prestige Brand: Mercedes-Benz

Kelley Blue Book visitors have named Mercedes-Benz the Best Prestige Brand three years in a row, and we suspect the streak will continue for the foreseeable future. While its competitors push varying combinations of performance, precision and style, Mercedes-Benz remains the luxury brand of luxury brands.



10 comments:

Porsche will always beat any car brands in terms of performance and designs.

Reply

I think Mazda should have won that category. The Mazda3 and 6 are great looking cars.

Reply

All of us have our own opinion and taste to on cars. But for me, I would pick the 2010 or 2011 Nissan Patrol as my favorite SUV.

Reply

Intriguing to get them thinking about the intrinsic rewards that work is able to offer good stuff.

Reply

You need consider reliability as well, and neither Land Rover or Jeep have the quality that comes with a Toyota product. Besides, throw on the TRD supercharger/suspension/a host of other upgrades and the FJ will put all else to shame off-road.

Reply

I could see that for SUV’s especially with the new 4Runner, but I would say Land Rover is the most superior in that SUV arena, then Jeep (Hummer would be there too, but they are dead).

Reply

When I said Toyota for Most Rugged Truck Brand I was thinking more of the TRD FJ, 4Runner Trail and Land Cruiser.

Reply

I disagree with most of these. Especially Chevy for best exterior design - non luxury.

Here are my personal picks:

Best Comfort Brand: Lexus, but I think Buick may take this back. Sad, Buick’s are becoming nicer than Cadillac.

Best Performance Brand: Porsche (more obtainable than Ferrari, otherwise Ferrari)

Most Rugged Truck Brand: Ford, Toyota isn’t even in the top 3, at least not yet. I like the exterior looks of the Tundra, best of all large truck, but I hate the dash. Ruggedness is unproven still.

Most Family-Friendly Brand: Ford This is tough; I work in the car industry, and have been in every brand dealership all over the country, but Ford dealers seem to stand out here.

Coolest Brand: Aston Martin

Best Exterior Design Brand – Luxury: I’ll agree with Jaguar, with the new Audi’s in close 2nd.

Best Exterior Design Brand – Non-Luxury: Ford (although the Toyota Venza has been catching my eye a lot lately)

Best Interior Design Brand: Tie; Infiniti, Land Rover

Best Prestige Brand: Mercedes!!

Reply

Kbb’s Brand Image Awards use the consumers’ view on the market & products and recognize the brands that managed to create the best image from a certain point of view during the course of the past year.

Reply

I agree with about half of these. Here are my personal picks:

Best Comfort Brand: Lexus

Best Performance Brand: Porsche

Most Rugged Truck Brand: Toyota

Most Family-Friendly Brand: Subaru

Coolest Brand: Porsche

Best Exterior Design Brand – Luxury: Jaguar

Best Exterior Design Brand – Non-Luxury: Toyota

Best Interior Design Brand: Lexus

Best Prestige Brand: Lexus

Reply

*Registration is required to post in this forum

Back to top