Toyota and Lexus Dominate Kelley Blue Book’s 2026 Best Resale Value Awards
Event summary
- Toyota wins Best Resale Value Brand for the sixth consecutive year and tenth time overall.
- Lexus takes Best Resale Value: Luxury Brand for the fifth consecutive year and seventh time overall.
- Toyota vehicles are projected to retain 53% of their MSRP after five years, while Lexus retains 47%.
- Kelley Blue Book’s 2026 awards highlight vehicles across 20 categories, including electric and hybrid models.
- Average 2026 model-year vehicle retains 45% of its value after five years, while top 10 winners retain 55% or more.
The big picture
Kelley Blue Book’s 2026 Best Resale Value Awards underscore Toyota and Lexus’s enduring strength in vehicle depreciation resistance, a critical factor for cost-conscious buyers. The awards also highlight the growing importance of resale value in the electric vehicle segment, as Tesla and Rivian models make their mark. With depreciation often being the largest expense for car owners, these insights are crucial for both consumers and industry stakeholders navigating a rapidly evolving automotive market.
What we're watching
- Brand Loyalty
- Whether Toyota and Lexus can sustain their resale value dominance amid increasing competition from electric vehicle manufacturers.
- EV Adoption
- The pace at which electric vehicles like Tesla Model 3 and Rivian R1S gain resale value credibility against traditional gasoline models.
- Market Trends
- How shifting consumer preferences and economic conditions will impact vehicle depreciation rates in the next five years.
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