2014 Kelley Blue Book Brand Image Awards Announced

The folks at Kelley Blue Book have released their annual Brand Image Awards. The study, now in its seventh year, honors automakers for excelling in certain areas. Categories include things like best performance brand, most refined brand and most trusted brand. Overall there are 13 winners and the results may surprise or even appall you. You’ll need to read on to find out.

But first, according to KBB this isn’t some shady survey conducted by annoying telephone marketers; awards are actually the result of “extensive research gathered throughout the year.” Shoppers using the company’s website contribute to the results; in fact more than 12,000 of them participated, and here’s what the people have to say.

Best Overall Brand honors went to Honda and Mercedes-Benz. The Japanese company won over non-luxury customers with products that are consistently reliable and refined. This is the third consecutive year Honda has won. Of course the three-pointed star is impressive as well. Its luxurious vehicles have the eye-catching style, heart-stopping performance and high-end technology affluent customers crave. Mercedes is also laudable for its quality and reliability.

The Most Trusted Brands in this year’s KBB image awards are Honda and Lexus. Likewise this is the third consecutive time the capital H has earned this accolade. Reliability and efficiency are attributes consumers love. As for Lexus, Toyota’s luxury division was praised for its unbeatable dependability, unassailable craftsmanship and comfortable packaging. This is the second year in a row Lexus has won this award.

When it comes to saving a few bucks you may want to consider Kia or Buick, each of these automakers drove away with Best Value Brand honors. The South Korean company earned kudos for its styling and resale value. On the other hand Buick was praised for its quiet interiors, premium leather trimmings and reasonable prices.

Sophistication and elegance counts, accordingly KBB visitors voted GMC and Mercedes-Benz the Most Refined Brands. It seems a little incongruous that a dedicated truck division would win any sort of civility award, but GMC was honored for its rugged, capable vehicles that feature upscale amenities and styling. Similarly, Mercedes offers customers elegant cabins, modern design and precise craftsmanship, attributes that add up to refinement and an award from KBB.

Best Performance Brand honors went to MINI and Porsche. The former was lauded for its fun, engaging products and affordable pricing, the latter revered for its iconic vehicles and breathtaking dynamics. Sports cars like the 911, Cayman and Boxster are some of the most respected nameplates in the world and are essentially synonymous with performance, excitement and youth.

As for design, Chevrolet is a winner in the mainstream portion of the market while among premium makes Jaguar drove away with honors; these are KBB’s Best Styling Brands. The Bow Tie has reinvented its lineup in recent years and people have noticed. The Cruze compact car, retro-themed Camaro and rugged Silverado are edgy yet handsome at the same time. On the other hand Jaguar has a rich design heritage and that pedigree is evident today. Its products feature bold and fluidic styling, design that’s both timeless and modern at the same time.

Finally, the Best Overall Truck Brand award was handed to Ford. The company that Henry built has had the best-selling pickup in the U.S. for the past 37 years. To maintain this momentum they’ve focused on efficiency and new technology, improvements that come without sacrificing ruggedness or capability.