KBB 2013 Brand Image Awards has some obvious and oddball winners
The sixth edition of the Kelley Blue Book Brand Image Awards have crowned a wide range of winners – in a couple of cases the recipient of the laurels might say more about KBB users than they do about the actual winner. Compiled from the responses of more than 12,000 shoppers on KBB.com over the past year, there are 13 categories broken into non-luxury, luxury and truck segments “representing the combined wisdom of the American car-buying public.”
The award categories have been revamped this year, with some dropping off, some new ones appearing and at least one other given a new term. What isn’t surprising is that Honda won Most Trusted Brand for the second year running, Best Value Brand for the third year in a row and took Best Overall Brand, which wasn’t on last year’s list of awards.
On our own shores, in the non-luxury categories Chrysler got Most Refined Brand and Buick took Best Value Luxury Brand. Neither one of those marques won anything in last year’s Brand Image Awards, while Cadillac, which won Best Interior Design Brand and Best Comfort Brand last year – those awards disappeared this year – went home without a single accolade.
Winners that made us go “Hmmm…” are Toyota for Best Overall Truck Brand and Mini for Best Performance Brand in the non-luxury segment. Last year’s truck award was for the Most Rugged Truck Brand and was won by Ford; the switch to “overall” takes things in a completely different direction for KBB users, it seems. And Mini dominating non-luxury performance is something we’d like to hold some focus groups to find out more about.
Check out the press release below for all the winners and the details.
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