BMW Tops Luxury List

By Staff Writer May 26, 2020
The fourth generation BMW X5 SUV The fourth generation BMW X5 SUV

BMW widened the gap with its competitors, continuing its reign as No. 1 most considered luxury brand by consumers, a position it has held for the past three years, despite some close calls, according to the Kelley Blue Book Brand Watch Report for Q1 2020.

The top five luxury brands were: BMW, Audi, Lexus, Tesla and Mercedes-Benz.

The Brand Watch Report is a consumer perception survey that also weaves in consumer shopping behavior to determine how a brand or model stacks up with its segment competitors on a dozen factors key to a consumer’s buying decision.

BMW gained shopping consideration as a brand. The entry-luxury 3 Series sedan, supported by conquest and loyalty lease specials offered in the quarter, moved up three ranks in shopping consideration. The X5 SUV climbed as well. BMW also garnered buzz with the launch of the new 2 Series and the minor changes made to its 5 Series.

Audi Q5
Audi Q5 

Audi and Lexus maintained their spots immediately behind BMW in the quarter. However, Lexus’ shopping consideration dipped from 2019’s Q4 and below Audi’s, due to lower consideration for Lexus’ volume-leading RX SUV. Audi held onto its share of new luxury vehicle prospects, despite declining interest in the Q5 SUV.

Tesla broke into the top 5 for most considered luxury brands, edging past Mercedes-Benz. Despite a dip in its shopping consideration, the Model 3 maintained its hold on the No. 1 shopped luxury vehicle, a spot it has held for four consecutive quarters.

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Last modified on Wednesday, 27 May 2020 13:43

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