Automakers work very hard at the branding process, which takes years and years of effort to achieve. For instance, when a consumer hears Porsche, he or she likely sthink of sports cars and iconic design principles -- despite the fact that the German brand sells plenty of SUVs, too. And when a brand starts to get a negative image, it can take years to overcome that bad stigma -- just ask Ford. So, with all of this in mind, Kelley Blue Book has announced the winners of its 2008 Brand Image Awards, which are based on consumer perception studies of which KBB keeps track. The big winners this year are Toyota for "Best Overall Interior Design", BMW for "Best Overall Exterior Design" and Mercedes-Benz for "Best Overall Prestige Brand". We would have expected Audi to do well in the interior design category, but these awards are not based on reality, but perception instead. For a complete run-down of the awards, we've included the press release after the break.
[Source: Kelley Blue Book]
PRESS RELEASE
Kelley Blue Book Announces Winners of 2008 Brand Image Awards
Awards Honor Top New-Auto Brands Based on Consumer Perception Data from KBB
Marketing Research
Kelley Blue Book, the leading provider of new- and used-vehicle
information, today announced the winners of the 2008 Kelley Blue Book Brand
Image Awards. The Kelley Blue Book Brand Image Awards recognize automakers'
outstanding achievements in creating and maintaining brand attributes that
capture the attention and enthusiasm of the new-vehicle buying public.
The 2008 Brand Image Awards are based on consumer automotive perception
data from Kelley Blue Book Marketing Research's Brand Watch study. Brand
Watch is an online brand perception tracking study tapping into 12,000+
in-market new-vehicle shoppers annually on kbb.com. The highly
comprehensive Brand Watch report provides a detailed look at in-market
new-vehicle shoppers' perceptions of brands, and important factors driving
their purchase decisions while they are in the midst of the shopping
process. The results of an entire year of Brand Watch research and consumer
opinions determine the 2008 Kelley Blue Book Brand Image Award winners.
Kelley Blue Book handed out 17 awards to automotive brands in the
following categories during a gala event this evening amidst the
festivities of the New York International Auto Show Media Preview Week in
New York City:
KELLEY BLUE BOOK'S 2008 BRAND IMAGE AWARDS
Best Interior Design -- Non-Luxury Sedan/Coupe/Hatchback: Toyota
Best Interior Design -- Luxury Sedan/Coupe/Hatchback: Lexus
Best Interior Design -- Sports Car/Convertible: Mercedes-Benz
Best Interior Design -- Truck: Chevrolet
Best Interior Design -- Non-Luxury SUV: Toyota
Best Interior Design -- Luxury SUV: Lexus
Best Interior Design -- Minivan: Honda
Best Exterior Design -- Non-Luxury Sedan/Coupe/Hatchback: Chrysler
Best Exterior Design -- Luxury Sedan/Coupe/Hatchback: BMW
Best Exterior Design -- Sports Car/Convertible: Porsche
Best Exterior Design -- Truck: Chevrolet
Best Exterior Design -- Non-Luxury SUV: Ford
Best Exterior Design -- Luxury SUV: Mercedes-Benz
Best Exterior Design -- Minivan: Toyota
Best Overall Interior Design: Toyota
Best Overall Exterior Design: BMW
Best Overall Prestige Brand: Mercedes-Benz
"The Kelley Blue Book Brand Image Awards honor the automakers that
stand out in the ongoing heated battle for consumer perception," said Rick
Wainschel, vice president of marketing research and brand communications
for Kelley Blue Book and kbb.com. "While specific vehicle models may come
and go over the years, the power of the brand is lasting in the minds of
consumers."
The most prestigious honors from Brand Watch include Best Interior and
Exterior Styling, as well as Best Overall Prestige Brand. Based on the
results of the Brand Watch study, consumers rated Mercedes-Benz as Best
Overall Prestige Brand. With the company's long history of combining rich
interiors with distinguished exterior styling, the brand is known not only
as a preeminent luxury automaker, but also one of the foremost luxury
brands in the world.
BMW captured the award for having Best Overall Exterior Design. Its
once-controversial new designs are now winning legions of fans, and the
company has maintained a family resemblance across the board while allowing
each model to take the design theme in a slightly different direction.
Toyota garnered Best Overall Interior Design with its vehicles' simple,
familiar and consistently gratifying fit, finish and materials used across
its vehicle line-up.
"Understanding brand perception is important to gauging vehicle value,"
said Jack R. Nerad, executive editorial director and executive market
analyst of Kelley Blue Book and kbb.com. "Because brand is so important to
consumers as they decide which vehicles they are considering and,
ultimately, what vehicles they will buy, it is important to study their
perceptions of various brands, the attributes that contribute to those
perceptions, and how those perceptions shift over time."
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Reader Comments (Page 1 of 2)
Mercury Mountaineer 06 @ Mar 21st 2008 4:33PM
That's total BS that Toyota won the Best Overall Interior Design.
Toyota interiors are cheap and dull.
Whitie @ Mar 21st 2008 6:57PM
Amen
Randy @ Mar 22nd 2008 12:01AM
Amen Again. I had a Yota rental once and I said to the salesguy "Are you serious? This is what a toyota is built like?" He laughed! It smelled weird too!
davidt70 @ Mar 22nd 2008 7:56AM
yeah the interiors are crap, just rented a 2009 corolla and couldn't believe how bland and cheap it was. But if they mean best use of space for the total cabin, then perhaps. I can't believe how much room they cram inside a matrix and a rav4
P B @ Mar 21st 2008 4:35PM
" Best Exterior Design -- Non-Luxury Sedan/Coupe/Hatchback: Chrysler"
...What?
rar @ Mar 21st 2008 4:43PM
You know they would not win for interior design. On Kelly Blue Books website they said it was for the Crossfire, 300 and PT cruiser. I can go along with the Crossfire and the 300 but the PT?
Stuka @ Mar 21st 2008 5:09PM
I think Mazda should have won that category. The Mazda3 and 6 are great looking cars.
BAMF @ Mar 21st 2008 4:40PM
"these awards are not based on reality"
Nice.
Lawrence @ Mar 21st 2008 6:00PM
I thought the same thing...
Xcountryflyer @ Mar 21st 2008 6:19PM
Useless awards polling clueless people.
ALEXDB9 @ Mar 21st 2008 4:41PM
Thanks for the laughs, KBB.
MachinaDC5 @ Mar 21st 2008 4:46PM
Apparently most consumers know three brands: Mercedes-Benz, Toyota, and Chevrolet. They then act accordingly.
jgp @ Mar 21st 2008 5:00PM
Audi should've won both exterior and interior design...
Goes to show you that: perception ∩ reality = ∅
VWsat @ Mar 21st 2008 5:05PM
Excellent use of tautology (specifically sets)
I def'n don't agree with BMW winning exterior. The late '90's BMW are much more elegant than the current "flame" design
I know beauty is in the eye of the beholder but current BMW's look like the vehicluar equivalent of a fashion show. New, different, unattractive.
Ligor @ Mar 21st 2008 7:00PM
Audi for best interior in the US - the two cup holders are under the arm rest and in the US where cup holders are favord the A4 interior becomes useless - how can it win an award.
again - it could be perception, but I totally will knock the A4's interior for being designed by someone that's retarded, especiall as far as the american market is concerned
Scott @ Mar 21st 2008 7:34PM
@Ligor
I don't know about Audi, but E46 BMW's in Germany didn't even come with cup holders. Not sure if this is still true of the E92's.
Germans take driving seriously, unlike us Americans. Personally, I think that's a great attitude to take when operating a 2 ton killing machine. That kind of serious attitude is also why they have so many sections of the Autobahn without speed limits, yet still have a lower number of accidents than other countries.
MoonRover @ Mar 21st 2008 5:27PM
BullTurds, Kelly blue book is a crock.
Luis @ Mar 21st 2008 6:13PM
Goes to show just about anyone can give out an award. KBB should stick to "reality" and keep to what they do.
Todd @ Mar 21st 2008 6:19PM
Although I don't agree with a lot of the choices, I think the key to remember is that this is a perception award, not a reality award. This actually adds (or doesn't subtract) credibility to KBB. In contrast Consumer Reports, JD Power and similar give awards and say they are based on reality (facts), but an educated reader can tell that they have hidden agendas.
What these awards really tell us is which automakers have the best marketing departments.
Hansi @ Mar 21st 2008 6:29PM
The fact that Lexus wins an award for interior design shows how realistict these blue book awards are