The Kelley Blue Book Consumer Choice Awards (formerly known as the Brand Image Awards) recognize automakers whose model lines of cars, trucks, and SUVs shoppers are enthusiastic about. The winners of these awards are determined by the opinions of in-market new car shoppers. For decades, Kelley Blue Book has researched this data as part of its annual study of shoppers’ perceptions. The brands that win these awards excite and attract new car shoppers, and doing this is essential when it comes to success in the marketplace.
Kelley Blue Book conducts an annual study of in-market new car shoppers, called the Brand Watch Study, that covers 14 elements of a vehicle that are important to someone looking for a new car. These key attributes include affordability, safety, durability/reliability, and interior layout. The Consumer Choice Awards are based on the results of this study and cover mainstream and luxury brands, including overall winners for EV/hybrid and truck. Here are the Consumer Choice Award winners of 2026.
Best Brands
Best Overall Brand: Honda
Honda is the winner for the fifth year in a row and the tenth time, because of its engineering excellence, quality, and impressive range of vehicles.
Most Trusted Brand: Honda
Honda’s vehicles are known for their reliability, practicality, safety, and fuel efficiency.
Best Value Brand: Honda
Value has always been part of Honda’s DNA, and Honda has won this category every year since 2015.
Best In-Vehicle Experience Brand: Honda
Here, shoppers praised Honda for comfort, advanced tech, and the ease of use and interior layout.
Best Performance Brand: Honda
When it comes to performance, Honda’s track-ready 315-horsepower Civic Type R leads the way. And excellent steering, handling, and driving dynamics are hallmarks of Honda’s entire vehicle lineup.
Best Car Styling Brand: Honda
Honda wins this award for the first time, thanks in no small part to the rugged good looks of the Pilot and Passport, the stylish Accord and Civic sedans, and the sleek new Prelude.
Best Luxury Brands
Best Overall Luxury Brand: Lexus
Winning this award for the sixth time, Lexus cars and SUVs are known for comfort, reliability, safety, fuel efficiency, and value.
Most Trusted Luxury Brand: Lexus
Lexus has been the Most Trusted Luxury Brand since 2016.
Best Value Luxury Brand: Lexus
Thanks to its excellent hybrid offerings and an impressive slate of standard equipment, Lexus vehicles offer luxury while enhancing quality for the price and fuel efficiency.
Best In-Vehicle Experience: Mercedes-Benz
A car or SUV bearing the Mercedes-Benz badge is known for interior craftsmanship, refinement, and quality. In-market car shoppers also appreciate the interior layout, tech, and comfort.
Best Performance Luxury Brand: Porsche
Porsche’s vehicles are known for exhilarating performance at the track and on the road. It’s woven into the company’s heritage, and you can feel it in every car they make.
Best Car Styling Luxury Brand: Mercedes-Benz
Mercedes-Benz models range from the lovable, boxy, old-school G-Class to the ultra-sleek AMG GT, with elegant flagship sedans and SUVs rounding out the line.
Best Overall EV/Hybrid Brand
Best Overall EV/Hybrid Brand: Honda
Honda’s hybrid versions of the CR-V, Accord, and Civic add fantastic fuel economy and more power, making them an even better value — and more fun.
Best Overall Truck Brand
Best Overall Truck Brand: Ram
The Ram truck lineup provides power, capability, and off-road prowess, and offers some of the finest interiors and nicest ride quality you’ll find in a truck.
About the Consumer Choice Awards
New cars, trucks, and SUVs represent a lot more than mere transportation. They serve as ways for consumers to say something about themselves while going from Point A to Point B. For many drivers, the goal is to get away from it all. For others, an SUV is essential for an active outdoor lifestyle. And for others yet, having an all-electric vehicle is the ultimate goal.
With this wide variety of shoppers’ interests, gauging this popularity is no easy task. The Kelley Blue Book Consumer Choice Awards use the opinions from more than 12,000 in-market, new vehicle shoppers, tracking 14 key factors that are important to shoppers. These are informed consumers who extensively research their vehicle purchases on KBB.com. We follow this audience through our annual Brand Watch Study, which compiles consumer trends and attitudes on new vehicles available today.
The Brand Watch Study samples both mobile and desktop users. This allows the study to reflect the views of a more diverse group of respondents. Since 2007, the brand-level study has included more than 180,000 interviews. Since 2012, the model-level study has included more than 500,000 interviews.
