If there’s any truth to the old saying that “image is everything,” then U.S. car buyers must think Porsche has it all. Per the 2010 Brand Image Awards, selected by the team at Kelley Blue Book (KBB), the German automaker is the “Coolest Brand” in the country.
The Brand Image Awards are based on consumer perceptions as measured by KBB’s Brand Watch Study, which takes into account the preferences of more than 12,000 current new-vehicle contenders.
A Greensboro Porsche Dealer said that not only was Porsche named the coolest overall, but it was also named “Best Performance Brand” and “Best Exterior Design Brand—Luxury.” Which makes sense when you look at the company’s stellar lineup of stylish high-performance vehicles, which includes the iconic Porsche 911, Porsche Boxster and Porsche Panamera.
Among the other winners, both Ford and Lexus were honored in two different categories, with the Blue Oval recognized as “Most Rugged Truck Brand” (see the Ford F-150) and “Most Family Friendly Brand” (see everything from the Ford Flex to the Ford Fusion). Toyota’s luxury division took home the “Best Comfort Brand” and “Best Interior Design Brand” categories, a reflection of the company’s focus on providing a first-class cabin in vehicles like the Lexus LS.
General Motors was able to capture just one category, but it was an important one: Chevrolet was named “Best Exterior Design Brand—Non-Luxury” for impressive entries like the surprisingly sophisticated Chevrolet Malibu and the rugged Chevrolet Equinox.
Finally, taking its third “Best Prestige Brand” honors in a row, was Mercedes-Benz. Although M-B seemed to be losing its touch in the early to mid 2000s—undoubtedly due to the “merger of equals” between its parent company, Daimler, and Chrysler—the automaker obviously has managed to recapture its momentum and then some. Mercedes sales were up 24 percent through the first two months of 2010. Jaguar Dealer Boston looks forward to Jaguar making next year’s list.
Which is significant, because on the odd chance that image isn’t, in fact, everything in the auto industry, then sales surely are.
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