Overview
Kelley Blue Book relaunched its Brand Watch study as a twice-yearly recap, naming Toyota and Lexus the most considered non-luxury and luxury brands, respectively, for 2025. The Jan. 27 update also highlights rising interest in electrified vehicles across EVs, hybrids and fuel cell models, even as government incentives have waned.
What Brand Watch Measures
Brand Watch is a long-running shopper-perception study of in-market consumers researching on KBB.com. Kelley Blue Book reports surveying roughly 12,000 new-vehicle shoppers each year and measuring 14 factors such as technology, driving comfort, durability, reputation and value for money. The new twice-yearly cadence aims to clarify shifting consideration across non-luxury, luxury and electrified segments.
Non-Luxury Highlights (2025)
- Toyota remained the most considered non-luxury brand, despite a slight year-over-year dip. Chevrolet, Subaru and Ram gained momentum.
- Pickup trucks continued to dominate shopper interest. Models with year-over-year gains included the Ford F-150, Chevrolet Silverado, Toyota RAV4, Ford Super Duty, Chevrolet Tahoe and Ford Explorer.
- Several high-volume nameplates declined in consideration: Honda CR-V, Honda Accord, Toyota Camry and Toyota Tacoma.
- The Honda Civic and GMC Sierra 1500 dropped out of the Top 10 most considered non-luxury models; the Chevrolet Tahoe and Ford Explorer moved in.
- Within pickups, the Ford F-150 ranked No. 1 among non-luxury models, with renewed interest attributed to a mid-2023 facelift, targeted marketing and improved inventory.
- Brand-level shift: Subaru overtook Nissan. The article links Nissan’s dip to an aging lineup and Subaru’s gain to a refreshed Crosstrek and brand reputation.
Luxury Highlights (2025)
- Lexus remained the most considered luxury brand. Cadillac, Genesis, Lincoln, Infiniti and Lucid posted year-over-year gains.
- Four models in the luxury Top 10 gained consideration: Acura MDX, Lexus RX, Tesla Model Y and BMW X5. The Cadillac Escalade—still the most considered luxury model overall—declined year over year.
- Other models that fell included the Buick Enclave, Buick Encore, BMW 5 Series and Cadillac CT5. The BMW 3 Series dropped out of the Top 10, while the Acura RDX climbed into the list.
- Tesla’s overall luxury consideration held steady, but Genesis now ranks ahead. The article cites signs of lineup saturation amid intensifying competition and shopper concerns about Tesla’s quality and image.
- Industry data cited in the article indicate luxury SUV interest reached an all-time high in 2025, buoying models such as the RX, X5 and MDX.
- Reports suggest the current Acura RDX may be sunset this year, with a hybrid replacement to follow after a brief hiatus.
Electrified Vehicle Trends
Shopper interest in electrified vehicles increased in 2025 across EVs, hybrids and fuel cell vehicles, despite fewer government-backed incentives. Toyota led brand consideration among electrified shoppers, followed by Honda, Ford, Tesla and Hyundai. Toyota placed six models in the Top 10 electrified rankings.
- Year-over-year gainers: Tesla Model Y, Toyota Grand Highlander Hybrid and Hyundai Tucson Hybrid. The Grand Highlander Hybrid posted the largest increase, up 169%.
- Attributions: Model Y momentum tied to aggressive price cuts and a refreshed version; Tucson Hybrid credited for fuel efficiency, pricing and crossover practicality.
- Decliners included: Toyota RAV4 Hybrid, Honda CR-V Hybrid, Toyota Sienna Hybrid, Honda Accord Hybrid, Toyota Highlander Hybrid, Toyota Prius, Tesla Model 3 and Ford Maverick Hybrid. The article suggests some EV shoppers may have “sedan fatigue,” choosing the Model Y or rivals such as the Hyundai Ioniq 6 instead.
- The Grand Highlander Hybrid, a three-row SUV debuting in 2024, resonated with families by combining Toyota’s hybrid tech with added space.
- Among electrified brands, Tesla ranked fourth, pushing Hyundai to fifth.
Methodology and Coverage
The study surveys in-market shoppers during mobile and desktop sessions on KBB.com, with randomized invitations across all makes and models. It spans six major vehicle segments and captures brand- and model-level familiarity and consideration. Respondents can select up to five vehicles they’re considering and then rate familiarity, segment awareness and the importance of key purchase factors. The study tracks a wide range of pickup models, including more than two dozen trucks.
Key Themes Heading Into 2025
- Trucks continue to anchor non-luxury interest.
- Crossovers keep eroding sedan share.
- Luxury buyers are increasingly clustering around SUVs.
- Electrified consideration is rising, with hybrids serving as a bridge for shoppers seeking better fuel economy without moving to a full EV.
- Many movers—up and down—align with timing of model updates, marketing activity and body-style trends.
Timing and Context
Kelley Blue Book says the first-half 2026 Brand Watch recap will be published in late July. As a perception study of KBB.com users during a specific period, results are directional indicators of demand and attention rather than direct sales measures.
