Honda Sweeps Non-Luxury Awards, Lexus Leads Luxury in 2026 Kelley Blue Book Consumer Choice
Event summary
- Honda won all non-luxury brand categories and the top EV/hybrid brand honor in the 2026 Kelley Blue Book Consumer Choice Awards.
- Lexus dominated the luxury segment, winning three awards including Best Overall Luxury Brand.
- Ram claimed the top spot in the truck category.
- The awards are based on perception data from over 12,000 in-market new-vehicle shoppers annually.
- Kelley Blue Book is a Cox Automotive brand specializing in vehicle valuation and information.
The big picture
The 2026 Kelley Blue Book Consumer Choice Awards highlight a significant shift in consumer perception favoring Japanese automakers, particularly Honda and Lexus. This trend underscores the growing importance of brand trust and value in purchase decisions, as automakers vie for a share of one of the largest consumer purchases. The awards also reflect the increasing relevance of EV/hybrid options in the market, with Honda's win in this category signaling a potential sea change in the automotive industry.
What we're watching
- Brand Loyalty
- How Honda will capitalize on its sweeping non-luxury wins to strengthen brand loyalty and market share.
- Luxury Segment Dynamics
- Whether Lexus can maintain its dominance in the luxury segment amid increasing competition from European brands.
- EV Market Growth
- The pace at which Honda can translate its EV/hybrid brand win into tangible market leadership in the electric vehicle sector.
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