KELLEY BLUE BOOK BRAND WATCH: NON-LUXURY SEGMENT …
KELLEY BLUE BOOK BRAND WATCH:
NON-LUXURY SEGMENT TOPLINE REPORT
1st Quarter 2019
WHAT IS BRAND WATCHTM?
Brand Watch, a shopper perception study, reveals trends in vehicle consideration among new car consumers and provides insight into factors that influence purchase decisions.
BRAND-LEVEL STUDY 135,000+ interviews
Since 2007
BRAND AND MODEL LEVEL PERCEPTION STUDY
MODEL-LEVEL STUDY 75,000+ interviews
Since 2012
Captures brand and model
consideration & familiarity
among new-car shoppers
Tracks 12 factors important
to shoppers across all models
and 6 segments
Respondents are in-market
for a new vehicle and
recruited from
WHAT CAN BRAND WATCHTM DO?
Identify key factors driving vehicle purchase decisions and measure OEM brand equity within and across segments
What is important to consumers when shopping
for a new vehicle
OBJECTIVES/MEASURES
How brands and models perform on factors most important to shoppers
within and across segments
How demographic groups differ
BRAND WATCH: NON-LUXURY CONSIDERATION
America's love for SUVs shows no sign of slowing down. Almost two-thirds of new-car shoppers consider an SUV, despite a rising average transaction price (ATP) of $38K for midsize and $29K for compact SUV. In Q1, SUV sales increased 5% year-over-year (YoY). Still, cars are not dead. Despite a decline in consideration and sales, roughly 1 in 2 people put a car on their consideration list.
WHAT ARE OVERALL SEGMENT PREFERENCES AMONG NON-LUXURY SHOPPERS?
64%
SUVs
45%
Cars
24%
Pickups
6%
Minivans
WHICH BRANDS LEAD IN NONLUXURY CONSIDERATION?
WHICH MODELS ARE CONSIDERED MOST AMONG NON-LUXURY SHOPPERS?
WHICH FACTORS ARE MOST IMPORTANT TO NON-LUXURY
CONSUMERS?
#1 #2 #3 #4 #5 #6 #7 #8 #9 #10 #11 #12 #13 #14 #15 #16 #16 #18 #19 Source: KBB Brand Watch Survey, Q4-2018/Q1-2019, (ties indicate identical values to the tenth of a point)
Honda CR-V
1
2
Ford F-150
3
4
Subaru Forester
5
6
Toyota Camry
7
8
Toyota Highlander
9
10
Subaru Outback
11
12
Mazda CX-5
13
14
Toyota Corolla
15
Toyota RAV4
Honda Accord
Honda Civic
Chevrolet
Silverado 1500
Honda Pilot
Toyota Tacoma
Ford Explorer
#1
Durability/ Reliability
#2 Safety
#7 Reputation Interior
#8 Layout
#3 Affordability #9 Technology
#4 Driving Comfort
Exterior #10 Styling
#5
Driving Performance
#11
Ruggedness
#6
Fuel Efficiency #12
Prestige/ Sophistication
A CLOSER LOOK: OVERALL NON-LUXURY SEGMENT CONSIDERATION
The pickup truck segment was the only segment posting YoY growth in consideration, thanks to new entries, including the Ford Ranger and Jeep Gladiator that went on sale in the hot midsize truck segment in Q1 2019. The Detroit 3 and Toyota are planning to refresh their offerings to capitalize on the big demands and profitability of trucks from now into early 2020.
SUVS
CARS
64% 62% 64%
Q1 '18
Q3-Q4 '18 Q4'18-Q1'19
47% 47% 45%
Q1 '18
Q3-Q4 '18 Q4'18-Q1'19
19% 22% 24%
Q1 '18
Q3-Q4 '18 Q4'18-Q1'19
7%
Q1 '18
6%
6%
Q3-Q4 '18 Q4'18-Q1'19
Top 5
Top 5
Top 5
Top 5
#1 CR-V #2 RAV4 #3 Forester #4 Highlander #5 Pilot
#1 Accord #2 Civic #3 Camry #4 Corolla #5 Mustang
#1 F-150 #2 Silverado 1500 #3 Tacoma #4 Ram 1500 #5 Tundra
#1 Odyssey #2 Sienna #3 Pacifica #4 Grand Caravan #5 Sedona
Honda CR-V was not only the No. 1 most considered #1 SUV, it was the most considered vehicle among all the
segments. CR-V was also the 3rd best-selling SUV with
relatively low incentives ($1800). Subaru also spends
little on incentives, yet the Subaru Forester has been in the
11th
top 5 for the past 11 quarters. Forester and the redesigned
Outback were 11th and 12th in sales during Q1 2019.
12th
#1 It's been 6 quarters since Accord and Civic held the No. 1 & 2 spot in consideration. Despite being 3rd in consideration, Toyota Camry is the best-selling car in America, with Corolla following closely in 3rd.
Ford showed up with Mustang as the only domestic vehicle in the top 5.
$
Pickup sales in Q1 were up YoY by 5%. Ford held a significant sales lead in 2019, more
than $100K+ ahead of Ram and Chevrolet.
Toyota won the 2019 Brand
Image Award for Best Trucks with strong
consumer perception from America's best-
selling midsize truck Tacoma and Tundra.
#1
21%
With only 6% consideration and only 3% in actual sales, the minivan is shrinking to a niche segment. Despite being #1 in consideration, Odyssey was only 21% of sales, while Grand Caravan was No. 1 in sales, with about 35% minivan market share.
MINIVANS PICKUPS
Source: KBB Brand Watch Survey, Q1-2018 to Q4-2018/Q1-2019
A CLOSER LOOK: OVERALL NON-LUXURY BRAND CONSIDERATION
Toyota distanced itself from Honda to hold its 1st place in consideration for 4 quarters in a row. Toyota beat Ford with its 2nd ever Brand Image Award (BIA) for Best Overall Truck. Toyota reduced incentives spend. In fact, over the past year, Toyota's incentives remained relatively low ($2000) and comparable to Honda's ($1700). In contrast, FCA brands have had some of the highest incentives among all non-
luxury brands - Chrysler ($5700), Ram ($5600) & Dodge ($4300).
RANK 1 2 3 4
BRAND
CONSIDERATION 41% 35% 29% 25%
>20%
5
18%
6
14%
7
12%
8
10%
9-20%
9
10%
10
10%
11
9%
12
7%
13
6%
14
5%
15
3%
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