Kelley Blue Book: Toyota is once again most considered brand among new-car shoppers

2011 Toyota Highlander

According to Kelley Blue Book, Toyota is once again the most considered brand among new-car shoppers. A recent study of 25% of shoppers in the third-quarter who visited kbb.com shows that 25% showed interest in Toyota, with 24% looking at Ford and 23% at Honda.

Bob Carter, US sales chief for Toyota said that the study is a “strong indication that consumers recognize our commitment to earn their confidence in the safety, quality and value of our vehicles.”

It still remains to be seen however, whether Toyota will ever enjoy the level of preference it had before the recall crisis.

The survey asked shoppers to rank their top-five preference factors when considering a purchase. Regardless of segment, shoppers show most interest in durability/reliability, fuel efficiency, driving comfort, driving performance, and safety. Where these factors placed in the top five varied by segment.

– By: Stephen Calogera

Source: Automotive News (Subscription Required)