Subaru, Tesla Dominate Brand Image Awards

By Staff Writer March 31, 2021
Subaru wins Best Overall Brand for 2021 among non-luxury automakers. Subaru wins Best Overall Brand for 2021 among non-luxury automakers. image by Subaru

Kelley Blue Book announced the 2021 Brand Image Award winners, based on annual new-car buyer perception data. Award categories are calculated among luxury, non-luxury and truck shoppers.

“Brand perception and purchase consideration are incredibly important factors for automakers to consider as they develop their new products and related marketing communications,” said Isabelle Helms, vice president of research and market intelligence for Cox Automotive. “The well-recognized phrase ‘perception is reality’ frequently rings true in the automotive marketplace. Brands that impress and leave a lasting impression often are the ones to ultimately achieve increased market share. Winners of Kelley Blue Book’s Brand Image Awards demonstrate that they are succeeding in capturing the attention of new-car shoppers.”

For the second year in a row and the fourth time in the past six years, Subaru wins Best Overall Brand for 2021 among non-luxury automakers. In addition, Subaru was named the Most Trusted Brand and Best Performance Brand. Subaru has captured the Most Trusted Brand every year since 2015, and this is the second year running that shoppers named Subaru Best Performance Brand.

Tesla continues to dominate the luxury car catagory in 2021

After making a notable Brand Image Awards debut last year, Tesla once again dominates among luxury automakers for 2021. Tesla wins Best Overall Luxury Brand for the second year running, achieving the highest average score across all ratings of luxury models to win the award. In addition, Tesla won Best Value Luxury Brand, Most Refined Luxury Brand and Best Performance Luxury Brand.

Toyota won Best Overall Truck Brand in 2021 for the third year in a row. Toyota achieved the highest average score across all ratings of truck models and 12 weighted factors of importance. The brand’s Tacoma and Tundra trucks were among the Top 10 vehicles overall this year, and their combined average score pushed Toyota to the top over other truck manufacturers.

Honda won Best Value Brand among non-luxury automakers for the seventh consecutive year, and Lexus won Most Trusted Luxury Brand for the sixth consecutive year. Dodge won Best Car Styling Brand for the third consecutive year, and GMC won Most Refined Brand for the second consecutive year among non-luxury automakers. In addition, Porsche returns to the Brand Image Awards winner’s circle this year for Best Car Styling Luxury Brand, an award it previously won in 2019.

The 2021 Brand Image Awards are based on consumer automotive perception data from Kelley Blue Book’s Brand Watch study. Kelley Blue Book’s Brand Watch is an online brand and model perception tracking study, which taps into more than 12,000 in-market new-vehicle shoppers annually on KBB.com.

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Last modified on Monday, 05 April 2021 14:00