• Aug 11, 2010
Hyundai was one of just a few companies to come through the automotive meltdown of 2009 relatively unscathed. The Korean automaker managed to keep sales up while others faltered thanks to a quality, inexpensive product lineup backed with a stout warranty. Now it looks like those very factors are beginning impact the number of car shoppers who would consider hopping into a Hyundai. According to the Kelly Blue Book Market Intelligence Brand Watch study, the company has risen to the fifth most non-luxury brand considered by car shoppers. The move effectively kicked Nissan out of the top five for the first time in years.

Hyundai's rise was precipitated by the fact that the company is scoring well in the non-luxury coupe/sedan/hatchback segment. In that area, the carmaker is bested only by Ford, Honda and Toyota.

Interestingly enough, Ford is the most considered car brand at the moment, thanks in part to Toyota's newly tarnished image. The Japanese automaker fell eight percentage points in the study compared to this time last year thanks largely to its recall problems. Hit the jump for a look at the KBB press release.



Photos by Sam Abuelsamid / Copyright ©2009 AOL

[Source: Kelly Blue Book]

Show full PR text
kbb.com: Hyundai Ousts Nissan to Become One of Top Five Most-Considered Brands


Latest Market Intelligence Data Shows Ford as Most-Considered New Auto Brand; Toyota Continues to Struggle

IRVINE, Calif., Aug. 10 /PRNewswire/ -- According to the latest Kelley Blue Book www.kbb.com Market Intelligence Brand Watch™ study, Korean automaker Hyundai has made its first foray into the top five most-considered auto brands among new-car shoppers, ousting Japanese brand Nissan into sixth place. Domestic auto manufacturer Ford continues its reign in the top spot as the most-considered among the 37 new-vehicle brands tracked in the Kelley Blue Book Market Intelligence study, followed by Toyota, Chevrolet, Honda and Hyundai, respectively.

Kbb.com Brand Watch Q2 2010 Study


Top Five Most-Considered Auto Brands Overall (Regardless of Segment)

Ford
29%

Toyota
22%

Chevrolet
21%

Honda
20%

Hyundai
13%


According to the Q2 2010 Brand Watch Study, over the past quarter Hyundai consideration has surged nearly six percentage points in the non-luxury coupe/sedan/hatchback segment, now garnering 29 percent of the total consideration among shoppers of this segment and bested only by Honda (45 percent), Toyota (42 percent) and Ford (38 percent).

Ford continues to hold court as the most-considered automotive brand among new-car shoppers, further increasing its lead over the second most-considered brand, Toyota (Ford has 29 percent of overall brand consideration regardless of segment, whereas Toyota has 22 percent). In Q2 2010, Ford particularly excelled in the non-luxury SUV/CUV segment, increasing its lead by four percentage points over the previous quarter to capture nearly half (46 percent) of the consideration among new non-luxury SUV/CUV shoppers. In comparison, Honda and Toyota tie for second and third places, each only having 35 percent.

Meanwhile, Toyota continues to experience the fallout from its recall and reputation crisis earlier this year. Since one year ago (Q2 2009), overall Toyota consideration has fallen eight percentage points (from 30 percent to 22 percent), now holding steady to its number two spot when it formerly dominated the number one spot. In addition, Toyota's luxury brand Lexus experienced an all-time low since 2007 in the luxury sedan/coupe/hatchback category at 30 percent in Q2 2010 (down from 41% in Q1 2007).

On a bright note for Toyota, the company's lauded "Swagger Wagon" marketing campaign for the all-new redesigned 2011 Sienna is resonating well with consumers, as the brand surged more than six percentage points in the minivan category over the past quarter to now capture 53 percent of the category consideration for Q2 2010. In addition, new-car shoppers ranked the Toyota brand tops in the minivan category for exterior styling.

"The latest Kelley Blue Book Market Intelligence findings show how the deck is being reshuffled in the automotive marketplace, with certain brands now holding places in consumer perception that we may not have believed just one or two years ago," said James Bell, executive market analyst for Kelley Blue Book's kbb.com. "Ford continues its upward trajectory and Hyundai is truly on a roll. Both brands prove that when you make dynamic, exciting and affordable products that appeal to the new-car shopping masses, consumer perception begins to change and subsequently, sales will follow."

For Q2 2010, new-car shoppers rank durability/reliability, driving comfort, fuel efficiency, driving performance and safety (respectively) as the top five important factors while shopping for their next new vehicle.

The Q2 2010 Kelley Blue Book Market Intelligence Brand Watch Study was fielded to more than 3,000 in-market new-car shoppers on Kelley Blue Book's kbb.com from April 6 – June 17, 2010. Kelley Blue Book's Brand Watch is an ongoing study tracking and trending consumer perceptions, detailing strengths and weaknesses of makes within each segment. Brand Watch primarily tracks brand consideration, segment consideration, important consideration factors for new-car shoppers, and how brands perform on those important factors. Kelley Blue Book Market Intelligence has been tracking Brand Watch since 2007. For Market Intelligence sales inquiries on any segment or brand, please contact Hwei-Lin Oetken, vice president of market intelligence services for Kelley Blue Book and kbb.com, at 949-267-4460 or hoetken@kbb.com.


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  • 29 Comments
      • 4 Years Ago
      I wonder if anyone at Nissan has woken up to the fact that so many of their volume vehicles (Altima, Sentra) have become bland as toast in the market. They need a major redesign and not another conservative update. Remember when the Sentra was actually the largest selling small import car in the US? (a couple decades ago).
        • 4 Years Ago
        I don't ever remember that. Granted I'm only 32. Was the Sentra the best selling import (sub)compact in the 80s?

        Nissan certainly has lost its luster. Perhaps the Leaf, with it's feminerd design, will somehow bring people back into the showroom.
      • 4 Years Ago
      Hyundai's are everywhere here in Atlantic Canada. A quick check of DesRosiers Automotive monthly sales charts show Hyundai now regularly outselling Honda and Nissan now and nearing the double digit market share territory. With Kia, they are already over 10% This was unthinkable even 5 years prior. Hyundai is the sleeper from Seoul.
      • 4 Years Ago
      hyundai genesis coupe, why dont they bring it to europe?
      • 4 Years Ago
      C'mon Nissan!! Fight back!!

      They've got more than enough ressources to do so and they've had less issues with recalls than Toyota and Honda...
      • 4 Years Ago
      well that's good news to hear....congratz to both Ford and Hyundai!
      • 4 Years Ago
      I don't know that it's fair to say that Ford is only benefitting from Toyota's tarnished image; the fact is that Ford is building vehicles that people are excited about, with excellent quality.
        • 4 Years Ago
        Ford has always made exciting stylish products as of 2006 with the Fusion. But it took Toyota's hiccup and Honda's drab engineering for people to finally see the improvements. No offense but this just shows that the a person's mind during consumer shopping is extremely dumb and "lemming" like. It is mostly I buy because they sayn or I buy because I am afraid, instead of I buy because I like.
        • 4 Years Ago
        I think "ford benefitting from Toyota's tarnished image" might have some merit to it, but I'd say HYUNDAI is BENEFITTING MORE.

        Ford's cars tend to be more expensive than Hyundai's and lets not forget, the Sonata hit the streets at about the same time toyota dealers couldn't even show you a Camry due to the recalls.
      • 4 Years Ago
      Kudos Hyundai.
        • 4 Years Ago
        Way to go Ford!

        Ford dropping their ownership of Hertz should account for higher resale value when it's time to trade in due to the lower number of Fords at rental lots.
        • 4 Years Ago
        Well obviously with Chrysler not owning part of Dollar/Thrifty now, they're considering more Hyundai products.

        Did I get that right Luis?

        End sarcastic rant.

        Congrats to Ford and Hyundai. Yes, fuel economy does sell.
        • 4 Years Ago
        Way to go Ford! I'd also like to thank Ford's stock for skyrocketing, right after I invested heavily at $2.69/share. All is well.
        • 4 Years Ago
        @bwz:

        You can check the sarcasm at the door. And you're still right.

        • 4 Years Ago
        OK, I'll be serious and ask a serious question: I wonder if this correlates in any way with Ford's being the top selling mfg. in Canada last month (yep, ahead of Chrysler and GM)? Or Hyundai-KiaAG's being the top selling import mfg. (yep, ahead of even Toyota incl. Lexus)? Or Hyundai's outselling both Nissan and Honda as a brand? Hmmm.
      • 4 Years Ago
      Great to see two domestic automakers on there. Both Chevy and Ford deserve serious consideration by shoppers :)
        • 4 Years Ago
        @ Luis

        And this is where many of these type of news stories are too vague... when they say "carmaker," are they specifically talking about CARS or any type of vehicle (cars, trucks, SUVs)??
        • 4 Years Ago
        My guess is they've always been there. Especially considering the F150 and Silverado are the top sellers for decades.
      • 4 Years Ago
      sooner or later Hyundai will leapfrog Honda in everything. technology, design, reputation, and etc. Everything!
        • 4 Years Ago
        @farmer0904: That is exactly what I was thinking re: KIA. They have to be making an impact, the Forte/Forte Koup is one of the coolest looking sedans out right now and is #2 on my list of what I'm seriously thinking of buying. Might be #1 since it's priced a little better than the competitors. Never thought I'd be commenting that way about a Kia's exterior design, but it is seriously a sharp looking car.
        • 4 Years Ago
        As someone who rates motorcycles higher than cars, all I have to say is it will be a cold day in hell before Hyundai passes Honda in 2 wheelers. In fact, Korea is 3rd world when it comes to motorcycle manufacturing. The only Korean cycle manufacturer I can think of is Hyosung, and they can not even copy a Suzuki SV650 (Hyosung GT650) at a significantly lower price than the actual Suzuki and it loses every test to the Suzuki. Just wanted to point out your lack of objectivity in case anyone is not aware.
        • 4 Years Ago
        I would say that in the design department Hyundai is way ahead of Honda now.

        This news comes as not surprise, Ford has been doing great lately and Hyundai have made a huge progress in all the departments.
        • 4 Years Ago
        @IOMITT


        I don't even know how to respond to your irrelevant and dumb comment. Oh, I know, it will be a cold day in hell before Honda beats Hyundai in shipbuilding, because Honda doesn't build ships and Hyundai's shipbuilding is number one in the world right now! ... -..-;

        We are talking about CARS here. South Korea produce very little motorcycle. Period. It's like how Italy doesn't produce consumer electronics and is a "3rd world" compared to South Korea & Japan.
      • 4 Years Ago
      Its seem like Honda and Toyota will never design a New Accord, Camry, Civic or
      Corolla. To declare the death of Honda and Toyota is wise to wait these new models.
      The new Civic is not too far away so we will see how good the new Elantra is.
      • 4 Years Ago
      Hyundai, Stay humble and Keep hungry.
      • 4 Years Ago
      "Hyundai's rise was precipitated by the fact" that they're kicking @$$ and taking names, not resting on their coat tails like so many established automakers in the sectors they're beginning to seriously impact.
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