Kelley Blue Book’s Brand Watch study is a twice-annual recap that offers a clearer view of brand and model consideration across the non-luxury, luxury, and electrified segments. The study draws from 12,000 in-market new-car shoppers on KBB.com each year and tracks 14 factors important to shoppers, including technology, driving, comfort, durability, reputation, and value for money.
Non-Luxury Findings
- Toyota remained the most considered non-luxury brand in 2025.
- Pickup trucks also gained shopper attention, namely the Ford F-150 and Chevrolet Silverado. The F-150 saw the most growth in consideration. This is likely because of a minor facelift, targeted marketing, and increased availability.
- Nissan dropped in consideration, likely due to its lineup being seen as outdated and in need of a refresh.
- Subaru gained momentum thanks to the Crosstrek, allowing it to overtake Nissan.
- Honda Civic and GMC Sierra 1500 fell out of the Top 10 Most Considered Non-Luxury Models and were replaced by the Chevy Tahoe and Ford Explorer.
Luxury Findings
- Lexus held the top spot as the most considered luxury brand in 2025.
- Four models in the Top 10 recorded yearly consideration growth: the Acura MDX, Lexus RX, Tesla Model Y, and BMW X5.
- The Cadillac Escalade is still the most considered luxury model overall, but year-over-year consideration declined.
- Tesla’s consideration remained stable but is now outranked by Genesis.
- The BMW 3 Series dropped out of the Top 10, while the Acura RDX took its place. This is because buyers showed increasing interest in SUVs over cars. In fact, this study says that “industry data showed that interest in luxury SUVs reached an all-time high in 2025.”
Electrified Findings
- Consideration of electric vehicles rose in 2025 despite fewer government incentives.
- Toyota ranked number one, followed by Honda, Ford, Tesla, and Hyundai.
- Toyota leads the segment with six models in the Top 10.
- Three models posted year-over-year consideration growth: the Tesla Model Y, Toyota Grand Highlander Hybrid – up 169% – and the Hyundai Tucson Hybrid.
- Tesla pushed Hyundai out of fourth place thanks to aggressive price cuts and a refreshed Model Y.
- A decline in consideration for the Tesla Model 3 and Ford Maverick Hybrid could signal EV fatigue. Many opted instead for the Model Y or Hyundai Ioniq 6.
- The Hyundai Tucson Hybrid entered the Top 10 most considered electrified models due to high fuel efficiency, affordability, and crossover practicality.
- The Toyota Grand Highlander Hybrid also entered the Top 10, combining the brand’s reliable hybrid technology with ample space.
