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. A car can paint its owner as a reliable, capable individual. It can make its owner seem like a forward thinker, an adventurer, or an accomplished leader.
Automakers face an immense task in designing practical machines that are also evocative statements.
Kelley Blue Book’s Brand Image Awards recognize the ones that succeed. The awards go to brands that create enthusiasm among car shoppers. In 2022, no one earned the trust of affordable car shoppers more reliably than Subaru. Shoppers looking for style were most impressed with Dodge’s brash manner. But Honda made the best overall impression.
In the luxury classes, Porsche took home that styling prize and Lexus earned Americans’ trust. But, for the third year in a row, Tesla impressed luxury car shoppers most overall.
KBB bases its Brand Image Awards on the opinions of more than 12,000 in-market, new-vehicle shoppers. These are informed consumers who each extensively research their vehicle purchase on KBB.com. We follow this audience through our annual Brand Watch Study, which compiles consumer trends and attitudes on new vehicles available today in the affordable and luxury categories.
The winners for 2022:
- Best Overall Brand: Honda
- Most Trusted Brand: Subaru
- Best Value Brand: Honda
- Most Refined Brand: Honda
- Best Performance Brand: Subaru
- Best Styling Brand: Dodge
- Best Overall Luxury Brand: Tesla
- Most Trusted Luxury Brand: Lexus
- Best Value Luxury Brand: Tesla
- Most Refined Luxury Brand: Tesla
- Best Performance Luxury Brand: Porsche
- Best Styling Luxury Brand: Porsche
- Best Truck Brand: Toyota
